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Public Service/Social Welfare
Entrant: Vitruvio Leo Burnett, Madrid
"Crappy Music"
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.

LIA Awards 2009©

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