WWF Print I WILL IF YOU WILL by Leo Burnett Chicago

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market United States
Agency Leo Burnett Chicago
Director Xander Ferreira
Associate Creative Director Guybrush Taylor
Executive Creative Director Ryan Wagman, Nuno Ferriera
Producer Jon Lueken, Laura Stern
Editor Lindsay Houston
Released March 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: WWF
Product/Service: EARTH HOUR 2012
Global Chief Creative Officer: Mark Tutssel (Leo Burnett Worldwide)
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Global Creative Director: Jay Benjamin (Leo Burnett Worldwide)
Executive Creative Director: Nuno Ferriera (Leo Burnett Chicago)
Executive Creative Director: Ryan Wagman (Leo Burnett Chicago)
Associate Creative Director: Guybrush Taylor (Leo Burnett Chicago)
Creative Team: Jeremy Adams/Jake Bogoch/Brian Strobach (Leo Burnett Chicago)
Designers: Josh Grotto/Brendan Mahn (Leo Burnett Chicago)
Executive Producer: Rob Allen (Leo Burnett Chicago)
Producer: Jon Lueken/Laura Stern (Leo Burnett Chicago)
Production Company: (East Pleasant Pictures)
Director: Xander™ (East Pleasant Pictures)
VFX/SPX: (The Mill/Optimus/Lifelong Friendship Society)
Editorial Company: (East Pleasant Pictures)
Editor: Lindsay Houston (East Pleasant Pictures)
Music Company: (Sonic Union)
Director Of Photography: David Weinstein
Web Developers: Fred Chasen/Mario Flores/Joel Neidfieldt
User Experience: James Distefano
Account Director: Sarah Tynan (Leo Burnett Chicago)
Media placement: Website - YouTube - 1 March 2012
Media placement: Viral Videos - YouTube - 1 March 2012
Media placement: Poster - Wildpostings In NYC - 23 March 2012
Media placement: Ambient (Transit) - Bus Shelters In Chicago - 6 March 2012
Media placement: Ambient (Direct) - Vehicles In Chicago - 1 March 2012
Media placement: Widget - YouTube - 1 March 2012

Describe the objective of the promotion.
Earth Hour is the largest conservation initiative in the world. Every year, for one hour over a billion people turn off their lights as a symbol of hope for the planet. But as powerful as the symbol is, it’s just the beginning—how do you convert the awareness of Earth Hour into environmental action that goes beyond the hour itself? That was the challenge of Earth Hour 2012.

Describe how the promotion developed from concept to implementation.
Converting Earth Hour participants into environmental activists was a considerable task. So we created a program that would reward people for those commitments. 'I will if you will' launched on February 14, 2012 and gave celebrities, corporations and individuals the chance to dare friends and followers to commit to environmental action. They set the rules. How many people, what they would have to commit to, and what they were willing to do in return. The site was promoted across all media channels around the world.

Explain why the method of promotion was most relevant to the product or service.
No matter how powerful the Earth Hour brand becomes, it alone could not have pushed people to change the way they live day-to-day. So, instead we, alongside Google and YouTube, created a platform that allowed people to inspire each other. Or, to be inspired by something or someone they related to. 

Describe the success of the promotion with both client and consumer including some quantifiable results.
The increase in consumer engagement over 2011 is notable. 'I will if you will''s 4.6m unique views on 3/31 represented a 862% increase from the previous year, and the number of people who committed to environmental action rose by 1,162% to just over 200,000.