Earth Hour 2011: WEBcycle by Publicis Tel Aviv for WWF

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Earth Hour 2011: WEBcycle

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Film, Digital, Interactive & Mobile
Market Israel
Agency Publicis Tel Aviv
Released April 2011

Credits & Description

‏The Challenge: ‏Every year millions around the world commemorate Earth Hour by turning off all the lights for one hour. ‏Tel Aviv- Jaffa municipality initiates and produces Earth Hour in Israel. ‏As part of Earth Hour 2011, we were asked to raise awareness to the importance of Earth Hour to our planet.

‏The Solution: ‏Arc Interactive (one of Publicis Israel’s digital arms) along with Tel Aviv-Jaffa Municipality connected the real world online. ‏Together we developed a special technology and launched the world's first website that works by pedaling a bike in real time. ‏While riders pedal, the site was on the air, but in a moment of pause, the site went dark. ‏The activity was broadcasted on Earth Hour's website and on Ynet, Israel's leading website.

‏The Results: ‏Earth Hour became the most viewed website in Israel that day! ‏Every 3 minutes a new environmental tip was added on to Earth Hour's website.

Advertising Agency: Publicis, Israel