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31 May 2012

POSTED BY DJackson IN General | May 31st, 2012 | one response

WWF targets Earth Hour apathy with comical approach

Local advertising for Earth Hour has ditched green messaging in favour of comedy this year, with a story about three friends in the outback who are besieged by a swarm of moths after neglecting to switch their lights off. The spot, created by Leo Burnett Sydney for WWF, debuts tomorrow, six days before the event on March 26th at 8.30pm.

The end frame of the ad features a web address where visitors can “go beyond the hour” by sharing stories with people in other countries about what they are doing to tackle climate change.

The campaign press release assured that no moths were harmed during the making of the film.

Using humour contrasts the approach taken in the global 2011 Earth Hour ad, shot in Sydney in February by Leo Burnett Chicago, in which people holding coloured squares form shapes and words, with the message that “it’s time to go beyond the hour” and do more than turn the lights off once a year.

Read the full story here: http://mumbrella.com.au/earth-hour-ad-swaps-serious-for-funny-42133

Key concepts: campaign,jobs, advertising, Earth Hour, message, stories, share, climate change

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