Context
As WWF's flagship annual global movement, Earth Hour unites millions of people around the world to show their commitment to the planet. The initiative required a compelling visual and narrative push to cut through the media noise, highlight the urgent realities of climate change, and encourage widespread participation.
Challenge
The objective was to translate the monumental scale of the climate crisis into an accessible and emotionally resonant message. The challenge lay in avoiding the familiar tropes of traditional environmental PSAs, demanding a precise balance of arresting art direction and sharp copywriting to spark genuine social consciousness and inspire the public.
Role
Concept development and art direction. Partnering closely with a copywriter, I co-led the creative strategy and visual execution of the campaign. My focus was on turning conceptual ideas into impactful designs, ensuring every aesthetic choice directly amplified the movement's core message.
Approach
The creative process was driven by a powerful conceptual insight: "If you don't want to see this anymore, turn off the light." We developed a bold visual language featuring devastating environmental imagery paired with this double-meaning call to action. It worked on two levels: literally turning off the lights makes the image disappear in the darkness, while simultaneously prompting the exact physical action (reducing energy consumption) needed to combat global warming.
Outcome
By blending conceptual thinking with powerful art direction, the campaign contributed to a historic period of growth for the initiative. During this timeframe, Earth Hour shattered participation records, evolving into one of the world's largest grassroots movements with engagement spanning across 35 countries and 400 cities globally. The work proved the capacity of strategic design to foster global consciousness and drive tangible social action.
AWARDS
El Ojo de Iberoamérica. Bronze
