WWF: KNOCK OUT THE LIGHTS MACHINE

Credits & Description:

Category: Ambient: Special Build

Advertiser: WWF

Product/Service: WWF EARTH HOUR

Agency: OGILVY & MATHER ROMANIA

Executive Creative Director: Albert Nica

Creative Director: Dani Macarie

Copywriter: Corina Bompa

Art Director: Catalin Popescu

Account Manager: Raluca Anghel

Date of First Appearance: Mar 20 2010 12:00AM

Entrant Company: OGILVY & MATHER ROMANIA, Bucharest, ROMANIA



Description of Ambient execution

THE CHALLENGE
In order to make people turn off the lights for one hour we had to bring light to the matter in a striking way.

THE IDEA
Literally striking, a Punch Machine displaying an oversized light bulb instead of the regular ball invited people to join the "Ultimate Climate Change Combat", Knock Out The Light and become A WORLD CHAMPION.

We placed it in one of the most circulated streets in the center of Bucharest, in front of the most popular bookshop in the city – Carturesti – a center of promenade, favorite spot and meeting point of most diverse people
The machine was eye-catching from afar and yelling Punch me! with a teasing voice. Memorable on a closer eye and engaging to immediate individual action, it displaying personal results as well as punching records challenging you to try again with voice messages such as “that’s all you can do?”, “give me more”, “even a girl can do better”.
But the end message was the constant invitation for people to ultimately show what they can do on Earth Hour day, at 8.30 pm.

RESULTS
EARTH HOUR PUNCH MACHINE proved itself a real hit. Many people were attracted into ad-hoc action. An even greater number stopped by to watch and spread the word through phone calls and multimedia messages to friends. Many of them took pictures and enthusiastically posted them on their blogs.