EARTH HOUR POSTCARDS by Leo Burnett Chicago for Vote Earth

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EARTH HOUR POSTCARDS

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Creative Director Jon Wyville
Art Director Chris Von Ende, Rainer Schmidt
Copywriter Tohru Oyasu
Released March 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: WORLD WILDLIFE FUND (WWF)
Product/Service: EARTH HOUR
Agency: LEO BURNETT USA
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: LEO BURNETT USA, Chicago, USA
Creative Director, Copywriter: Dave Loew (Leo Burnett)
Creative Director: Jon Wyville (Leo Burnett)
Art Director: Chris von Ende (Leo Burnett)
Art Director: Rainer Schmidt (Leo Burnett)
Copywriter: Tohru Oyasu (Leo Burnett)
Media placement: Postcards - Thousands Distributed In Cafes, Coffee Shops And Bars Across Sydney, Australia - 20 March 2010

Describe the challenges and key objectives
The goal was to gain global participation in the event and to enlighten the minds and raise the consciousness of every citizen on the planet. One of the graphic mandates was to build upon the previous year’s 'Vote Earth!' illustration created by American artist, Shepard Fairey.

Describe the brief from the client
Our job was to promote the World Wildlife Fund’s 2010 Earth Hour event where participants were asked to turn the lights off for one hour as a call for action on climate change.

Describe how you arrived at the final design
Our campaign idea revolved around two opposing camps: the “Vote Earth” side and a fictional 'Vote Against Earth' side, which rallied behind tongue-in-cheek notions of complacency and environmental ignorance. The absurdity of the 'Against Earth' arguments made the point as effectively if not more so for the need for a pro-climate mindset. For a series of promotional postcards for the opposing parties, we commissioned original designs from artists such as Cody Hudson, Tim Gough and Geoff Grandfield. We provided them with headlines, the event information and a color palette and let them essentially, 'do their thing.'

Give some indication of how successful the outcome was in the market
While statistics showed record energy reduction numbers, the greatest achievement was gaining the participation of 126 countries and territories and over 4000 cities, towns and municipalities. Hundreds of millions of people across the globe, (including celebrities Ashton Kutcher, Demi Moore and Kylie Minogue showing there support through Twitter), helped make the 2010 Earth Hour the most successful to date.