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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Sweden
Agency Milk
Creative Director Anders Holmström, Andreas Bergendahl
Art Director Mikael Selin
Copywriter Torkel Norling
Account manager Anna Reynold
Released February 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ARLA/WWF
Product/Service: EARTH HOUR
Agency: MILK
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: MILK, Gothenburg, SWEDEN
Art Director: Mikael Selin (Milk)
Copywriter: Torkel Norling (Milk)
Account manager: Anna Reynold (Milk)
Creative Director: Anders Holmström (Milk)
Creative Director: Andreas Bergendahl (Milk)
Final Art: Camilla Almqvist (Milk)
Final Art: Nikolaj Kledzic (Identity Works)
Production Lead: Marcus Aggfelt (Milk)
Media placement: Milk Carton, 2 Million Prints - General Dealer (Super Market Chains) - 1 March 2009

Results and Effectiveness
Apart from bike messengered black milk cartons to politicians and journalists, no other media purchases were made. As Arla’s black cartons appeared in the supermarket, it became one of the week’s most discussed topics. Arla’s spokespersons were interviewed on national television and radio, and 5,000 newspaper articles and 48,000 blog entries helped push the campaign message. Two out of three Swedes participated in the campaign by turning off their lights during WWF Earth Hour.

Creative Execution
Our conclusion was that the most effective messenger would be one of Arla’s household products - the milk carton. With more than two million cartons sold each week, it’s an iconic Swedish product with a classic packaging design that’s remained unchanged since its inception in 1991. Our solution was to radically redesign the milk carton, by "turning off the lights" on the packaging itself.

Insights, Strategy & the Idea
Swedish dairy producer Arla wanted to promote their collaboration with WWF Earth Hour, a worldwide event encouraging people to raise environmental awareness by turning off the lights for one hour. A key objective was to strengthen Arla’s position as a brand with a genuine commitment to global environmental issues, while connecting the message to Arla’s day-to-day operations and household products. Due to a limited media budget, we needed to find a creative execution that would make the recipients spread the message by discussing it at work, in school or at the breakfast table.