WWF Earth Hour: "UNDERWATER" Promo / PR Ad by Ogilvy, Portugal

Category: Best Use of Online Advertising
Advertiser: WWF
Product/Service: VOTE EARTH!
Agency: OGILVY PORTUGAL
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: OGILVY PORTUGAL, Lisbon, PORTUGAL
Executive Creative Director: Joao Espirito Santo (Ogilvy & Mather)
Creative Supervisor: Andre Lacerda (Ogilvy & Mather)
Copywriter: Joao Guimaraes (Ogilvy & Mather)
Art Director: Helder Ventura (Ogilvy & Mather)
Account Director: Paulo Caixeiro (Ogilvy & Mather)
Account Executive: Mariana Coelho (Ogilvy & Mather)
Producer: Paulo Carrapito (Ogilvy & Mather)
Producer: Miguel Osorio (Concept Media)
Media placement: Online Film - Live Surf Webcam - 12/12/2009

Results and Effectiveness
Results: Out of the 50 countries in Europe, Portugal ranked 8th in number of votes.

Creative Execution
Solution: Surfers, kite surfers, windsurfers, etc. Check with webcam sites to know about sea conditions (www.surfreport.pt) Substituted an underwater video for the usual beach (video) Captioon: Once the ice cap melts how high will the sea rise?

Insights, Strategy & the Idea
WWF Vote Earth! underwater webcams Challenge: Copenhagen, December 2009: World leaders meet to discuss the effects of climate change. Vote Earth! Online vote launched by the WWF to put pressure on world leaders and make them reach an agreement. Objective: Mobilise people in Portugal for the vote. Idea: To alert water sports fans of the consequences of global warming.