When the lights went off – a true global campaign
Author: Simon Roth Sydney March 31st, 2007 – It was 7:30pm when the lights went out and the city turned dark. This very hour without lights from 7:30pm to 8:30pm marked the start of what can be described as one of the most powerful global campaigns, which – in the beginning – was not intended to become global at all. The Earth Hour was initiated by WWF Australia (www.wwf.org) and conceived by advertising agency Leo Burnett (www.leoburnett.com.au) to take a …