WWF 'Earth hour' wins Platinum at AME Awards
19 Sep 2008
World Wild Life Fund's 'Earth hour' campaign, created by Leo Burnett Sydney, was given Platinum award at the Asian Marketing Effectiveness Awards 2008 last night in Macau.
'Earth hour' encourages consumers to switch off their lights for 60 minutes. In March 2007 two million Sydney residents took part by switching-off their electricity for one hour; one year later the concept was expanded globally, attracting 50 million people.
The campaign supporting the event included a strong interactive element, with a website offering tools for consumers to download to help spread the word.
The next big winner was JWT picking up three gold awards: 'India poised - lead India' for The Times of India; 'Schick's 3D beard simulator' for Schick Japan KK; and 'Knorr Tet - taste of good luck' for Unilever Vietnam.
Other gold winners included 'Malaysia: truly Asia' by TBWA-ISC Malaysia for Malaysia Tourism Promotion Board, 'Fendi on the wall' by Proximity Live for Fendi, 'Kool Boost: revolutionise the ritual' by Ogilvy Action for BAT Japan, and 'How Bournvita let children be differently capable and differently successful' by Ogilvy & Mather for Cadbury India.