To develop an interactive out-of-home idea that incites people to participate in Earth Hour.

As a reminder to join EH 2008, we set up mobile billboards in city centres around Australia. The billboards featured a city skyline at night; post-it-note stickers represented the lights in the windows of the buildings. These carried the direct response message. When people took one, they turned out a light on the billboard and were reminded to turn theirs out for Earth Hour.

From the billboards set up in cities across Australia, all 10,000 direct response stickers were taken contributing to the massive success of Earth Hour 2008 – when over 85 million people the world over turned their lights out for one hour.