Cannes Lions

LIGHT SWITCH STICKER CAMPAIGN

PUBLICIS ZURICH / WORLD WILDLIFE FUND (WWF) / 2008

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Overview

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Credits

Overview

Execution

Stickers were strategically placed all over the city streets: public walls, advertising spaces, lamp posts, park benches, etc. The stickers were always placed at a height where one would normally find a light switch but on places/surfaces where you would never find one. The sticker’s layout was so real that passers-by, moved by their curiosity, had to come closer, read the copy and, even then, just to double check, they would often ‘press’ it (street lamps were a particular favourite). Given the social nature of this action, every sticker was ‘tracked’ and removed a few days after the campaign’s timing.

Outcome

Around the globe, up to 30 million people were expected to have turned off their lights for 60 minutes, by the time ‘Earth Hour’ completed its cycle (from Fiji to New Zealand). This initiative also counted with the support of several local authorities, who switched off lights on some cities’ landmarks, helping power consumption to drop during ‘Earth Hour’ (at present time, counting’s read about 13%).

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