To raise awareness of Earth Hour 2010 in New Zealand, three of New Zealand's favourite ads switch their lights off for Earth Hour 2010. We have re-released the iconic ads to look as though they are shot by candlelight... in the spirit of Earth Hour.

New Zealanders become very attached to iconic ads. We chose three of their favourites, and used them to deliver our message. With the permission of both the competitor agency and the clients involved, we re-graded the ads to look like the lights had been switched off. These well-recognised ads now looked like they were filmed by candlelight, in the spirit of Earth Hour.

Following our national TV campaign, more towns and cities in New Zealand participated in Earth Hour than any other year. Our client recorded a 394% increase in visits to their website, proving the desired goal of an increase in awareness and interest.There was a large amount of interest in our ‘dark’ ads. The costume of one of the characters went to auction in support of Earth Hour, and was viewed 24,268 times on the auction site. It was even covered in the newspaper of our capital city, further raising awareness of Earth Hour.