WWF — Things To Do In The Dark (Earth Hour)
The logo was drawn on a brown paper table cloth at a pizzeria over a bottle of Sav Blanc. We were there a while.
the thought:
By then, everyone knew what Earth Hour was. The harder part was giving people a reason to actually take part.
So instead of asking South Africans to simply switch off the lights, we gave them something better to do with the hour. Things to Do in the Dark turned Earth Hour into an excuse to get together, go out and enjoy the darkness, making participation feel less like a duty and more like something you’d actually want to do.
my role:
Art & copy. I helped conceive the campaign, brought sponsored partners on board and worked across the execution, events and rollout to make it happen.