Creative Gallery on Sustainability Communications

 

 
"WWF“Glowing Sticker”" For WWF
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Description / Synopsis

As Earth Hour went global, there was a fair amount of coverage in newspapers and TV. But we thought a reminder was necessary when Earth Hour actually happened, encouraging more people to take part and make them feel good about doing so. This meant on-the-ground presence in Manila: in restaurants, bars and call centers where the lights would go out. So we printed several thousand glow-in-the-dark stickers that a sponsor happily paid for. Then, with the help of volunteers and contacts, we put them up next to light switches in bars, restaurants, call centers, malls and government buildings. It was important that the people working in these places were actively involved in placing the stickers. So they were excited by the project and keen to show it off to their colleagues and customers.

Context

The creative execution is completely built around the concept of Earth Hour. The stickers were put up next to light switches. When the lights are switched off, a message appears thanking supporters for fighting climate change.

Philosophy/Solution

We got stickers put up in major offices, particularly call centers in Manila – one of the country’s largest industries. We also used our contacts at the country’s leading mall operator to put them in restaurants and bars in the city’s main nightlife zone. Aside from that, we used our contacts and volunteers to have the stickers placed in over 1500 government buildings, offices, restaurants and bars.

Results

At zero cost, the sticker campaign got the public actively involved and helped make Earth Hour a success in Manila. According to WWF, “more than a million Filipinos participated, reducing greenhouse gas emissions by as much as 30 tonnes in Luzon alone - equivalent to shutting down an entire coal-fired power plant!” The stickers were featured on CNN and national news, generating PHP1.2M additional media coverage. Continuing requests for stickers underscore the longevity of the effort through the innovative use of a medium. And the majority of stickers are still in place as a reminder of the importance of saving energy.

Title"WWF“Glowing Sticker”"
AgencyBBDO / Guerrero Ortega
CityMakati City
AdvertiserWWF
Sustainability Themes Climate Change & Atmosphere, Education & Awareness
Date of First Publication 01/11/2007
Country of ProductionPhilippines
LanguageEnglish
TypeOutdoor / Out of Home
TaglineThanks for fighting climate change.
Awards -The Work Accepted, 2007
-Cannes Lions, 2008 (Finalist)
-The One Show, 2008 (Bronze)
   
Account Director: Karen Go
Art Director: Joel Limchoc ,  Joni Caparas
Artist: Manny Vailoces
Associate Creative Director: Joni Caparas
Copywriter: David Guerrero ,  Simon Welsh
Creative Director: Joel Limchoc ,  Simon Welsh
Creative Team: Candy Cruz
Executive Creative Director: David Guerrero
Photographer: Dindo Villaester
Print Producer: Al Salvador
Print Production Manager: Zeth Pascual
Production Manager: Cielo Laforteza