WWF Design & Branding CANDLE BOX by Leo Burnett Manila

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market Philippines
Agency Leo Burnett Manila
Executive Creative Director Raoul S. Panes
Creative Director Alvin Tecson
Art Director Mela Advincula
Released March 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: EARTH HOUR
Date of First Appearance: Mar 20 2009 12:00AM
Executive Creative Director: Raoul S. Panes (Leo Burnett Manila)
Creative Director: Alvin Tecson (Leo Burnett Manila)
Copywriters: Candice Madamba, Cey Enriquez (Leo Burnett Manila)
Art Director: Mela Advincula (Leo Burnett Manila)
Account Managers: Raymond Arrastia, Sue Ann Nolido, Gela Pena, Nati Go (Leo Burnett Manila)
Media placement: Direct Mail - Distributed to business leaders of corporations - March 20, 2009

Describe the challenges and key objectives
Getting individuals to support the event was a given. The real difference-maker would be getting the support of huge corporations. By participating, corporations could send a powerful, positive message. And for them to join in, we needed to target their leaders.

Describe the brief from the client
Global warming is a real issue that the planet in facing. Earth Hour is an effort to make people aware of the problem and collectively create a positive act towards addressing the situation. Switch off your lights for one hour during Earth Hour -- a simple act with big significance to the planet.

Describe how you arrived at the final design
We wanted to show business leaders how effortless it would be for their companies to join Earth Hour. A vivid depiction of switching off would capture the simplicity of the act. And we didn't stray from their domain: the office building. It was made to look like a building where its façade had cutout windows and meticulously crafted silhouettes of people working inside. A yellow candle in the box 'li' the windows from inside. And the simple act of pulling out the candle 'switched off' the building’s lights. In real life, switching off companies’ lights would be just as easy.

Give some indication of how successful the outcome was in the market
Corporate support increased by 260% from the previous year and helped make the Philippines the TOP participant of Earth Hour 2009, with 650 towns and cities switching off their lights. More than 15 million Filipinos participated in the event – from just 1 million the previous year. The country saved 611 Megawatt hours with the symbolic act.