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.

It worked.From 0% - 97% awareness amongst Sydney-siders.2.2 million switched off their lights.

The city cut energy consumption by 10.2% (expected 5%) the equivalent of taking 48,000 cars off the road for one hour.From $0 spend - $USD16.8 million media value.Global PR coverage - Earth Hour captured the world's attention and the story was covered in over 40 countries. In fact, other countries have already expressed interest in hosting their own Earth Hour in 2008.