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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
Host, The Glue Society, Publicis Mojo, BWM, M&C Saatchi, Whybin\TBWA, BWM, Lowe Hunt, Euro RSCG, McCann-Erickson, The Campaign Palace, The Furnace, Naked, CHE, Grey, Badjar Ogilvy and Draft FCB have pledged support. LEO’S ‘EARTH HOUR’ considered Earth Hour the Linux of social marketing: “We are trying to create this global open source com- munity that comes together around a common view which is about try- ing to make a difference in the fight against global warming. What more powerful way to make that take hold than get the full creative force of the whole advertising and marketing industry behind Earth Hour? If we could achieve what we achieved last year with the small team and small resources we had available, then imagine how much more we could achieve if we had the entire industry behind this initiative,” he says. When Castree approached the CEOs of the top 25 agencies in Australia to get involved, they all said yes without hesitation: “I think they see the opportunity to do fan- tastic creative work, we have this vision that many creative agencies will win awards next year for work they do on Earth Hour. It’s a com- petitive industry but at the end of N O V E M B E R / D E C E M B E R 2 0 0 7 the day there is a lot of camaraderie and mutual respect,” says Castree. Jay Benjamin, joint-ECD of JWT Sydney [with Andy DiLallo], endorsed the call-to-action, saying this is why he got into advertising. “This is a really special and rare opportunity. I was an environmental science major early in my university days but never felt I could make a difference (or much money) without the ability to speak to millions of people. So I moved over to mass communication hoping that one day something like this would pop up. Now it has,” he says. US born DiLallo added that last year at Cannes his fellow country- man Al Gore put out a challenge to the industry to help lead the charge on creating awareness of global cli- mate change and with Earth Hour 2008 Leo Burnett has found a way to answer this challenge: “This is a great way to all come together in a truly selfless act, something far too rare in our business,” he says. “It’s great that something as sim- ple as turning our lights off can light up the creative community,” says Warren Brown, ECD of BMF. “Getting us all involved in making all Australians aware and conscious of our lifestyles and how they impact on the planet is a truly worthwhile cause.” Similarly, Garry Horner, creative director of Whybin\TBWA Sydney, says it’s important for every agency to become involved. One of its clients is the SMH, but Horner says other clients they have approached are also keen: “Here is an amazingly exciting conceptual area to be work- ing in because you can break all the boundaries. It’s creating a huge social movement and being able to touch people in that way is fantas- tic,” says Horner. Castree doesn’t think the fact that Earth Hour won Titanium last year at Cannes will deter the judges from awarding it again: “Just like Nike can win awards every year for the work it does around the world I don’t see why Earth Hour can’t win creative awards every year. It’s no different to any other brand in that sense,” he says. Ads should run between February 1, 2008 and March 29, 2008 and reflect Earth Hour’s ultimate goal of getting people to reduce their car- bon emissions by five percent a year. They can support the Earth Hour event, combat global warming in general, or be more specific, such as provide tips to reduce people’s environmental footprint on the planet. The brief and guidelines are being emailed to 360 industry lead- ers for distribution to their agencies. All the members of the AANA and MFA will also receive the brief. Agencies can download the ‘Earth Hour Advertising Partnership Kit’ via this FTP site: ftp://220.127.116.11 Login: earthhouradvertising Password: partnership C A M P A I G N B R I E F 15
AWARD Awards 2007
September October 2007