WWF Outdoor EARTH FM by Leo Burnett Sydney

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Jay Benjamin, Andy Dilallo
Art Director Kieran Antill
Copywriter Michael Canning
Account Supervisor Amanda Quested
Editor Patrick Fileti
Released November 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: WWF
Product/Service: EARTH HOUR
Executive Creative Director: Andy Dilallo/Jay Benjamin
Copywriter: Michael Canning
Art Director: Kieran Antill
Account Manager: Sam Mcgown
Account Supervisor: Amanda Quested
Other Credits: Designers: Anja Urzendowsky/Masataka Kawano
Editor: Patrick Fileti
Date of First Appearance: Dec 1 2009 12:00AM

Description of Ambient execution
In December 2009, world leaders gathered for the Climate Change Summit in Copenhagen. Our brief from the World Wildlife Fund (WWF) was to find a way to involved people of the world in the summit, to not only attempt to put pressure on political leaders, but to re-connect people with environmental issues in a new and empowering way. We began with the insight that throughout history, voices have had the power to create action. But today, it is our planet that needs a voice. Our solution was EARTH FM – A global radio broadcast which invited people to record a voice message for world leaders about climate change, which would be broadcast for world leaders to hear at the Copenhagen Summit. With climate change feeling like such a huge problem for individuals, EARTH FM gave people of the world a very direct way to make a difference, by leaving a simple voice message. As an idea for the people, EARTH FM was spread directly from person to person people through digital social media as well as media coverage, with thousands of voices from around the world uniting as one collective voice for the planet.

English Translation of Main Headlines