It is rare that you get the opportunity to be involved in something as big as trying to save the world, but this is one of those. Everyone knows about global warming but most believe it is an insurmountable problem too big for them to solve. A solution was needed that would convince every individual that collectively, with small changes, they could make a big difference. We created a symbolic event that could become a movement. On March 31st, Sydney would make a powerful statement by turning off its lights for one hour – Earth Hour.

Four key phases:1. Launch of the '60' brand identity/logo via media/PR event to generate awareness of this unknown property.2. Creation of intrigue around forthcoming Earth Hour event via 'teaser' TV 15", press, poster, and on-line activities.3. Community call-to-action delivered via 30" TV, outdoor, 30" Radio, Press, PR, SMS, Retail/POS, celebrity endorsement, corporate endorsement, government endorsement, on-the-street marketing, promotions and online activity.4. The Event.