WWF Outdoor KNOCK OUT THE LIGHTS MACHINE by Ogilvy & Mather Bucharest



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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Romania
Agency Ogilvy & Mather Bucharest
Executive Creative Director Albert Nica
Creative Director Dani Macarie
Art Director Catalin Popescu
Copywriter Corina Bompa
Released March 2010

Credits & Description

Category: Ambient: Special Build
Advertiser: WWF
Product/Service: WWF EARTH HOUR
Executive Creative Director: Albert Nica
Creative Director: Dani Macarie
Copywriter: Corina Bompa
Art Director: Catalin Popescu
Account Manager: Raluca Anghel
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: OGILVY & MATHER ROMANIA, Bucharest, ROMANIA

Description of Ambient execution
THE CHALLENGE In order to make people turn off the lights for one hour we had to bring light to the matter in a striking way. THE IDEA Literally striking, a Punch Machine displaying an oversized light bulb instead of the regular ball invited people to join the "Ultimate Climate Change Combat", Knock Out The Light and become A WORLD CHAMPION. We placed it in one of the most circulated streets in the center of Bucharest, in front of the most popular bookshop in the city – Carturesti – a center of promenade, favorite spot and meeting point of most diverse people The machine was eye-catching from afar and yelling Punch me! with a teasing voice. Memorable on a closer eye and engaging to immediate individual action, it displaying personal results as well as punching records challenging you to try again with voice messages such as “that’s all you can do?”, “give me more”, “even a girl can do better”. But the end message was the constant invitation for people to ultimately show what they can do on Earth Hour day, at 8.30 pm. RESULTS EARTH HOUR PUNCH MACHINE proved itself a real hit. Many people were attracted into ad-hoc action. An even greater number stopped by to watch and spread the word through phone calls and multimedia messages to friends. Many of them took pictures and enthusiastically posted them on their blogs.