Public Service/Social WelfareEntrant:
Vitruvio Leo Burnett,
WWF "Crappy Music"
Credits Corporate Name of Client: WWF Agency: Vitruvio Leo Burnett, Madrid Executive Creative Director: Rafa Antón Agency Producers: Natacha Martin/Alvaro Aparicio/Antonio Ojeda Client Services Director: Clara Marchán Creative Team: Francisco Cassis/Sergio Lobo
Concept: Crappy music: A powerful weapon against apathy and climate change.
Strategy: Talk to all those people who are not participating, in the precise place and moment when they should be: between 8:30-9:30pm when they're using an electric appliance… their radio.
Idea: Make them turn off the radio immediately, at any cost. We convince Radio Círculo de Bellas Artes to let us programme crappy music during the whole hour of Earth Hour.
Every 40 seconds the DJ would say: “If you haven’t turned off your radio yet, this is a good reason to do so. Take part in Earth Hour and help us to tackle climate change by switching everything off for one hour, starting at 8:30 tonight. Switch off the lights, turn on the planet.”
Radio Círculo is one of Spain’s most respectable and sophisticated radio stations, with a refined music taste, so we made our message impossible to go unnoticed. The effect was a total blast.