Immortal Awards 2023 - WWF Earth Hour “BLEEP THE LIGHTS”

Describe the brief from the client 

Earth Hour –– the one hour in a year when the whole world switches off lights for Mother Earth. The act is not only symbolic, but also an effective way to save precious energy and contribute to the cooling down of our planet.

In 2023, Earth Hour is celebrating its 16th year. How do we make sure that Filipinos haven’t forgotten or gotten numb to the cause? 

Describe the strategy 

Filipinos still love listening to the radio. They keep it constantly switched on in their cars while driving, in their homes while doing house chores, in their offices while working, in public transport, schools, stores, malls, and so on. We saw an opportunity there. We looked for famous songs that had ‘light’ or ‘lights’ in their lyrics… and literally turned them off with censor bleeps.

Working with one of the top radio stations in the Philippines, the idea was soon making waves. “Blinding Lights” by The Weeknd, a mega popular chart-topper, and the rock classic “Light My Fire” by The Doors had their lights bleeped out of their lyrics much to the amusement and surprise of listeners.

Describe results and achievements 

WWF’s 2023 Earth Hour was the biggest one yet. The Philippines contributed to the cause by saving a whopping 62.69 megawatts in one hour. This radio campaign did its share in the country logging that number by creating awareness for the cause.