WWF Promo, Case study ADS IN THE DARK by Clemenger BBDO Wellington

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market New Zealand
Agency Clemenger BBDO Wellington
Executive Creative Director Philip 'duster' Andrew
Creative Director Paul Nagy
Art Director Katrina Jarratt Agency
Copywriter Emily Beautrais
Producer Marty Collins
Released March 2010

Credits & Description

Category: Best Use of Television
Advertiser: WWF
Product/Service: EARTH HOUR
Date of First Appearance: Mar 17 2010 12:00AM
Entrant Company: CLEMENGER BBDO, Wellington, NEW ZEALAND
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Paul Nagy (Clemenger BBDO)
Copywriter: Emily Beautrais (Clemenger BBDO)
Art Director: Katrina Jarratt (Clemenger BBDO)
Producer: Marty Collins (Clemenger BBDO)
Group Account Director: Linda Major (Clemenger BBDO)
Creative Planner: Graham Alvarez (Clemenger BBDO)
Post Production: Aaron Hilton (Clemenger BBDO)
Media placement: TV Campaign - TVNZ - 17/03/2010
Results and Effectiveness
Following our national TV campaign, more towns and cities in New Zealand participated in Earth Hour than any other year. Our client recorded a 394% increase in visits to their website, proving the desired goal of an increase in awareness and interest.There was a large amount of interest in our ‘dark’ ads. The costume of one of the characters went to auction in support of Earth Hour, and was viewed 24,268 times on the auction site. It was even covered in the newspaper of our capital city, further raising awareness of Earth Hour.
Creative Execution
New Zealanders become very attached to iconic ads. We chose three of their favourites, and used them to deliver our message. With the permission of both the competitor agency and the clients involved, we re-graded the ads to look like the lights had been switched off. These well-recognised ads now looked like they were filmed by candlelight, in the spirit of Earth Hour.
Insights, Strategy & the Idea
For the fourth Earth Hour, we needed a fresh way to re-engage New Zealanders. Already bombarded by both climate change and charity messages, we knew they were likely to be apathetic to our cause. Although limited by budget and pre-specified media, we still needed our message to stand out and induce conversation. To make it relevant to our audience, we delivered it using characters they already loved.