earth hour 2011 campaign deck€¦ · campaign: tv. tvc: “earth hour - human power ... concept:...
TRANSCRIPT
EARTH HOUR BEGAN IN ONE CITY, IN ONE COUNTRY IN 2007
JUST THREE YEARS LATER, EARTH HOUR HAS BECOME A GLOBAL MOVEMENT
UNITING HUNDREDS OF MILLIONS OF PEOPLE IN 128 COUNTRIES AND MORE THAN 4000 CITIES WORLWIDE
FOR THE ONE THING WE ALL HAVE IN COMMON:
THE PLANET
IN 2011HOW DO WE RALLY, INSPIRE AND EMPOWER
EVEN MORE MILLIONS OF PEOPLE WORLDWIDE TO PARTICIPATE IN EARTH HOUR
AND TO GO BEYOND THE HOUR?
HOW DO WE CELEBRATE EARTH HOURBEYOND AN EVENT,
UNITING THE WORLD IN A GLOBAL COMMITMENTTHAT LASTS ALL YEAR LONG?
EARTH HOUR WILL ALWAYS BE A TIMEFOR COMMUNITIES TO COME TOGETHER
TO CELEBRATE THE ONE THING WE HAVE IN COMMON:THE PLANET
WE KNOW THAT MILLIONS OF PEOPLE AROUND THEWORLD HAVE ALREADY GONE BEYOND THE HOUR
IN 2011, WE WANT THEM TO TELL USWHAT THEY’RE DOING NOW
AND WHAT THEY PLAN TO DO
BIG OR SMALL, EVERY ACTION COUNTS
THIS YEAR FOR EARTH HOUR 2011, WE WANT TOCAPTURE WHAT IS BEING DONE, TO CAPTURE THE
CHANGE THAT IS TAKING PLACE IN OUR WORLD ANDALLOW THESE ACTIONS TO INSPIRE MORE ACTION
IMAGINE WHAT IS ACHIEVABLE IF WE ALL GO BEYONDTHE HOUR? A SCHOOL KID CAN CHANGE A
CLASSROOM, A BUSINESS CAN CHANGE ITS SUPPLYCHAIN, AND A PRIME MINISTER CAN CHANGE A
COUNTRY.
JUST LIKE EARTH HOUR, IT IS THE SUM OF INDIVIDUALACTIONS THAT WILL CREATE A SUSTAINABLE FUTURE.
TOGETHER OUR ACTIONS ADD UP
THE EARTH HOUR BRAND GROWS BEYOND THEHOUR TO EARTH HOUR +
EARTH HOUR + SEEKS ACTION NOT JUST FOR1 HOUR, BUT COMMITMENT TO ONGOINGCHANGE
CAMPAIGN: PRINT
PRINT AD 1: CYCLE
PRINT AD 2: BUS
PRINT AD 3: WALK
CAMPAIGN: OUTDOOR
CAMPAIGN: TV
TVC: “EARTH HOUR - HUMAN POWER”
CONCEPT: 1000 VOLUNTEERS IN A GRASSY FIELD OR A STADIUM.
THE SPOT WILL BE SHOT IN ONE TAKE FROM A HIGH ANGLE AS THEVOLUNTEERS SPELL OUT WORDS AND CREATE BEAUTIFULANIMATED IMAGES THROUGH CHOREOGRAPHED MOVEMENT ANDCOLOURED CLOTHING.
THINK OF IT AS A “HUMAN LCD SCREEN”.
HERE IS AN EXAMPLE:HTTP://WWW.YOUTUBE.COM/WATCH?V=7JGKM2PDWGY
TVC: “EARTH HOUR - HUMAN POWER” STORYBOARD
TVC: “EARTH HOUR - HUMAN POWER” STORYBOARD
TVC: “EARTH HOUR - HUMAN POWER” STORYBOARD
CAMPAIGN: RADIO
RADIO AD: “EARTH SONG”
CONCEPT: IN THIS SPOT WE’LL BUILD A RHYTHMIC SONG MADE ENTIRELY FROMSOUNDS CREATED BY THE ADDITIONAL THINGS WE’RE ASKING PEOPLE TO DO FOREARTH HOUR.
CAMPAIGN: DIGITAL
PLEDGE PLATFORM
“Pledge to go beyondthe hour”
DIGITAL PLATFORMCAPTURING PLEDGESAND STORIES FROMAROUND THE WORLDOF HOW INDIVIDUALSAND ORGANIZATIONSWILL BE GOINGBEYOND THE HOUR.
INFORMATION WILL BEFED INTO THEPLATFORM FROMVARIOUS DIGITALMEDIA.
DIGITAL: earthhour.org
DIGITAL: “Earth After The Hour” Global Community Platform
THE PLATFORM WILLEVOLVE TO BECOME AGLOBAL COMMUNITYALLOWING USERS,WHETHER INDIVIDUALSOR ORGANISATIONS, TOSHARE THEIRSUSTAINABILITY STORIES,TO ASK FOR HELP, ANDTO JOIN TOGETHER TOMAKE A DIFFERENCE INTHE WORLD.
MOBILE1. VIDEO ANDPICTURE CAPTUREFEED INTO THEPLATFORM
2. WEBSITE SHOWINGLOCAL STORIES ANDCAMPAIGNS THATUSERS CAN GETINVOLVED IN
SOCIAL MEDIAUSERS WILL BE ABLETO SHARE THEIRSTORIES AND THEIRREQUESTS FOR HELPVIA SOCIAL MEDIA
EARTH REPORTER
GLOBAL COMMUNITY PLATFORM
DIGITAL: Banners, Widgets, Apps
WE WILL CONTINUE TO USE OURSOCIAL MEDIA PLATFORMS TOSPREAD THE PLEDGE MESSAGE,GENERATE CONTENT AND DRIVETRAFFIC TO THE CAMPAIGNPLATFORM
DIGITAL: Social Media
DIGITAL: Facebook Campaign
BANNERS WILL APPEAR ONUSER’S FACEBOOK PAGESENCOURAGING THEM TO SHOWTHEIR SUPPORT FOR EARTH HOURAND PLEDGE TO GO BEYOND THEHOUR.
WHEN THEY DO, A MESSAGE WILLBE POSTED TO THEIR FACEBOOKPAGE FOR ALL OF THEIR FRIENDSTO SEE TELLING THEM THEY ARESUPPORTING EARTH HOUR 2011
DIGITAL: Lantern Project Evolves to Include Pledges
CAMPAIGN: MOBILE
MOBILE WEBSITEINTEGRATE EH+ PLATFORMTRANSLATED TO 5-10 LANGUAGES
APPS STRATEGYCOUNTRY TEAMS DEVELOP THEIR OWN APPS AND IT GROWSORGANICALLY
PARTNERSHIPSTELCOS SEND PREDEFINED TEMPLATE TO ITS SUBSCRIBERHANDSET MAKERS PROMOTE OUR APPS IN THEIR STORES CONTENT PARTNER SITES RAN EARTH HOUR BANNERS
CAMPAIGN: CORPORATES
CORPORATE PLEDGES TO GO BEYOND THE HOUR
Nike is adding to Earth Hour by removing greenhousegases from products and reducing emissions fromcontracted manufacturing and shipping.
Sony is adding to Earth Hour by increasing energyefficiency in production facilities, and switchingfrom fuel to renewable energy sources.
IKEA is adding to Earth Hour by developing energyefficient lighting solutions that allow for energysavings of up to 80%.
PricewaterhouseCoopers Australia is addingto Earth Hour by retrofitting offices to moveentirely to renewable energy by 2011.
MORE INFORMATION
CORE CAMPAIGN LIZ POTTER [email protected](TV,RADIO, PRINT, OUTDOOR)
DIGITAL CAMPAIGN SAM BRODIE [email protected] MILLS [email protected] (WEBSITE, WIDGETS, BANNERS)
MOBILE SID DAS [email protected] (APPS, MOBILE PARTNERS)
WIKI/EH NETWORK KATH KISSELL [email protected]
EH 2011 ANDY RIDLEY [email protected]
