WWF: WWF DIGITAL EARTH HOUR - SMOG HIJACK

Credits & Description:

SUB CATEGORY : BEYOND THE BANNER: ONLINE ADVERTISING INNOVATION IN RICH MEDIA
COMPANY ENTERING : BBH CHINA, SHANGHAI
ENTRY TITLE : WWF DIGITAL EARTH HOUR - SMOG HIJACK
BRAND : DIGITAL EARTH HOUR
ADVERTISER : WWF CHINA
ADVERTISING AGENCY : BBH CHINA LTD., SHANGHAI
CHIEF CREATIVE OFFICER : JOHNNY TAN
EXECUTIVE CREATIVE DIRECTOR : JOHNNY TAN
CREATIVE DIRECTOR : KELLY PON
CREATIVE LEAD : SAUDAMINI BOSE
COPYWRITER : DAVID TSAI
ART DIRECTOR : NICOLA CHUNG/IVY WANG
TECHNICAL PROJECT LEAD : MIAO JIA HUI
SENIOR PROGRAMMER : SHU MIAO
ACCOUNT MANAGER : JANE CHEN
STRATEGIC PLANNING DIRECTOR : DARIUS KARBASSIOUN
STRATEGIC PLANNER : JONATHAN KOH, TIAN LI
AGENCY PRODUCER : YILIN LIN
PRODUCTION COMPANY : FUGUMOBILE, SHANGHAI
URL OF THE ENTRY : http://awards.myoti.com/SmogHijack.html
ENGLISH CONTEXT EXPLANATION : THE SPECIFIC COPY THAT APPEARED WHEN THE SMOG HIJACKED USERS SCREENS: “IF YOU CAN’T ACCEPT THIS EXPERIENCE IN THE DIGITAL ENVIRONMENT, WHY WOULD YOU ACCEPT IT IN REAL LIFE?”