Earth Hour, the annual event first formed in 2007 by WWF, Leo Burnett and Fairfax, is being promoted in 2011 as Earth Hour Plus, with a television commercial featuring human pixels. The message of doing something beyond turning off a light is portrayed by 424 individual pixels forming the iconic images of the globe, a light bulb, bicycle and plus sign. The advertisement includes the 60+ logo, and points to global time of focused action: 8.30pm, Saturday 26 March. Viewers are encouraged to sign up to earthhour.org, switch off their lights for Earth Hour 2011, and share the positive actions they will sustain for earth beyond the hour.
Click on the image below to play the Earth Hour Pixels video in YouTube (HD)
Click on the image below to play the making-of video in YouTube (HD)
The Earth Hour campaign was developed this year at Leo Burnett Chicago.
Filming at Fox Studios, Sydney, was shot by Greg Jardin via @Radical Media, Sydney, with executive producer Ian Fowler, producer Helen Morahan. Radical Media used a Facebook event Earth Hour Film Shoot 2011 to recruit around one hundred volunteers for filming.
The pixels commercial will be shown in hundreds of markets all over the world, translated into many languages and launched globally with a PR campaign driven by Fleishman Hillard.