THE BIGGEST BRIEF IN THE WORLD
The deadline is just over a month away for agencies and their clients to show their support for Earth Hour 2008. Not only do you get to save the planet but your work could win you a trip to the Cannes Advertising Festival. Campaign Brief is offering two trips to the creative team who demonstrate the most effective and/or inspirational way to leverage Earth Hour 2008 and the Sydney Morning Herald is offering a trip each to the client and agency person behind the best work.
Burnett’s created the original event last year, with 2.2 million Sydneysiders turning their lights off. That alone made a huge difference to the city’s energy consumption. Imagine what a difference this simple action is going to make when the 54 participating cities around the world turn their lights off for an hour at 8pm on Saturday 29th March, 2008.
Corporate support has been overwhelming. Already pledging to turn their lights of and reduce their carbon emissions by 5% per annum are ABN AMRO, Macquarie Bank, Accenture, @radical.media, Arthouse Hotel, BankSA, Bankstown City Council, City of Melbourne, City of Subiaco, CNBC Australia, Dinosaur Designs, Icebergs Bondi, ING Direct, NSW Dept Environment & Climate Change, Ricoh Australia, The Slip Inn and The Age – amongst 2,000 other companies and 43,000 individuals.
WHAT CAN YOU DO?
1. Register your agency’s support at www.earthhour.org – all you have to do is log on and enter a few details
2. Get your clients to sign up at the same site
3. Come up with a ball-tearing award-winning concept for one of your clients’ brands
4. Check that the use of the Earth Hour logo fits with the brand guidelines
5. Have the ad run before Earth Hour on March 29
6. Put in for holiday leave for Cannes
7. Turn the lights off on your way out
For the Campaign Brief prize, the work will be judged by an international panel of top creatives led by Leo Burnett’s global creative director Mark Tutssel (left). For the Fairfax/SMH prize, judging will be via a jury chaired by Noel Purcell, group general manager, Westpac.
Thank you to these agencies who have said they will work with their clients to create Earth Hour themed campaigns and events: Saatchi & Saatchi, George Patterson Y&R, Clemenger BBDO, JWT, DDB, SO&M, BMF, Host, The Glue Society, Publicis Mojo, BWM, M&C Saatchi, Whybin\TBWA, BWM, Lowe Hunt, Euro RSCG, McCann-Erickson, The Campaign Palace, The Furnace, Naked, CHE, Grey, Badjar Ogilvy, Cummins Nitro, Samuelson Talbot, Smart, Marmalde, Spinach and Draft FCB. Just about the whole industry has put aside its cynicism and pledged to support this initiative. Yes, the original idea came from another agency but the brief has been thrown wide open. How many times in your life do you get offered an open brief that encourages you to openly borrow from a Cannes-winning idea?
You can download the ‘Earth Hour Advertising Partnership Kit’ via this FTP site:
ftp://203.28.166.111
Login: earthhouradvertising
Password: partnership
5 Comments
Wait a second…I thought Kevin Rudd already stopped global warming.
He signed Kyoto, didn’t he?
Job done.
That’s why most of the northern hemisphere is going through it’s coldest winter in over 40 years.
Gotta love that.
It’s true – coldest winter in years in South and north America, snow in Baghdad, the ice shelf – that was supposed be disappearing last year – thicket than it’s been in living memory.
Yet panic abounds.
Sure, let’s clean up the earth – no one likes pollution – but let’s keep sane.
the coldest winter in 40 years…. what are you saying? global warming is a myth?
not sure what your point is or if you’re just being a smart arse because that’s the limit of your creative capabilities.
Isn’t that way they changed the official line to ‘Climate Change’…? So they couldn’t get pinned down the whole warming when it stops getting warmer thing.
Well 8.30, it’s supposed to be science, and when the facts don’t meet the theory, you’re supposed to go back and rethink the theory, not just ignore the facts. And the facts are that there has been no actual ‘global’ increase in temperature for almost a decade.