COLOUR BARS by Leo Burnett Manila for WWF

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COLOUR BARS

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Philippines
Agency Leo Burnett Manila
Executive Creative Director Raoul S. Panes
Creative Director Alvin Tecson
Art Director Mela Advincula
Producer Lady Cajanding
Released March 2010

Credits & Description

Category: Best Use of Television
Advertiser: WWF PHILIPPINES
Product/Service: EARTH HOUR
Agency: LEO BURNETT MANILA
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: LEO BURNETT MANILA, Makati City, THE PHILIPPINES
Executive Creative Director: Raoul S. Panes (Leo Burnett Manila)
Creative Director: Alvin Tecson (Leo Burnett Manila)
Copywriter: Mela Advincula (Leo Burnett Manila)
Art Director: Mela Advincula (Leo Burnett Manila)
Producer: Lady Cajanding (Leo Burnett Manila)
Account Managers: Sue Ann Nolido/Gela Pena/Bansky Fermin (Leo Burnett Manila)
Post Production: Amor Parada (Visual Hub)
Sound Design: Paolo Escanillas (Soundesign)
Media placement: TV Commercial - ABS-CBN, GMA, STAR WORLD, AXN, Etc. - 19/03/2010

Results and Effectiveness
For the second consecutive year, the Philippines ranked NUMBER ONE worldwide with 1,076 towns and cities switching off. Moreover, corporate partnerships increased by 763% from the previous year. Energy saved: over 400MWh – that’s roughly 5 million pesos worth of electricity.

Creative Execution
We created a colour bar TV ad that ran during primetime. Each of the coloured bars switched off one at a time, simulating lights being shut off. The commercial ends as a grayscale frame with details of Earth Hour 2010.

Insights, Strategy & the Idea
Filipinos are staunch supporters of Earth Hour as proven by the country’s top participation in 2009. This year, we simply needed to remind them to once again, switch off their lights for an hour.