WWF 'Earth hour' takes Platinum at AME Awards
by Staff reporters Media Asia 18-Sep-08, 11:36
MACAU - The WWF's 'Earth hour' campaign, created by Leo Burnett Sydney, scooped the top prize at the Asian Marketing Effectiveness Awards 2008 last night in Macau.
‘Earth hour’, which encouraged consumers to switch off their lights for 60 minutes, took home the Platinum award, having earlier won four gold awards.
The win caps a remarkable year for the campaign, which also took home honours from the Spikes and Cannes.
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In March 2007 two million Sydney residents took part; 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.
JWT was another big winner on the night, 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 include ‘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.
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