Earth Hour, the annual WWF event to promote environmental action, is joining forces with YouTube this year in a project entitled ‘I Will If You Will’, centered around getting people to make pledges as to what they will do if others help the environment. The IWIYW campaign uses the Earth Hour YouTube channel to encourage people to share personal dares with the world, by asking “What are you willing to do to save the planet?” The concept of the campaign is based on a social contract for two parties – connecting one person, business or organization to a promise and their friends, family, or customers to a challenge. The world will celebrate the largest voluntary action for the environment as the lights switch off for Earth Hour from 8:30 – 9:30 p.m. on Saturday, March 31.
Click on the image below to play the International TVC Challenge video in YouTube (HD)
Click on the image below to play the 2012 Asia Pacific TVC video in YouTube (HD)
People can share their ‘dare’ publicly through Facebook, Twitter, Google+ and email, inviting friends to participate and share the challenge. Earth Hour Global has already received challenges from a number of companies and community groups including HSBC, CBRE, children’s character Pocoyo and the NHL. Dares have come in from all over the globe from celebrities such as Miranda Kerr and our Chicago loves Giuliana & Bill Rancic, and global political leaders, including the president of Fiji, and The Secretary-General of the United Nations, Ban Ki-Moon.
International supermodel and Earth Hour global ambassador Miranda Kerr has pledged to conduct a free yoga class if 500 of her fans upload their own “I Will If You Will” challenge to www.youtube.com/earthhour. Click on the image below to play the Miranda Kerr challenge video in YouTube (HD)
Click on the image below to play WWF International Director General Jim Leape’s IWIYW Challenge in YouTube (HD)
Ratu Epeli Nailatikau, President of Fiji, challenges Fijians to take action, and concludes with his own commitment. Click on the image below to play the video in YouTube (HD)
The IWIYW campaign was developed at Leo Burnett Chicago by executive creative director Jay Benjamin, Ryan Wagman, Nuno Ferreira, associate creative director Guybrush Taylor, executive producer Robert Allen.
Television distribution was by DG System. Media was placed by Starcom.