Leo Burnett Sydney wanted to raise awareness for climate change and motivate people to switch off their lights for Earth Hour. They came up with a brilliant campaign consisting of three print/outdoor ads that show Australian landscapes on a 1/12 portion of a clock, representing one hour. One half shows diverse bushland, healthy farms and beautiful reefs and the other half shows bushfires, drought and dead coral. The hour hand of the clock divides the two landscapes and the tagline reads “One hour can help make a big difference.” Check out the ads below.
Clever concept and excellent art direction. Seen a better campaign in this category recently? Share this post and voice your views in the comments below.