Highly Commended


Ogilvy Beijing

WWF, Earth Hour

Lights Out Letter

Lights Out Letter

This simple, but much talked-about, DM piece promoted the concept of Earth Hour for the first time in China. (The event requires companies to turn off their lights for 60 minutes at a given time, on a certain date.) A glow-in­the-dark letter was produced, encouraging potential participants to join the global movement. A sceptical populace then watched in astonishment as Beijing was plunged briefly into darkness - with the lights going out in landmarks like the 'Bird's Nest' sports stadium, Water Cube, National Theatre, and the Jin Mao Tower.