WWF-Australia - "Earth Hour 2015 - Switch off for the future of Aussie food"

Leo Burnett Sydney

Leo Burnett Sydney McMahons Point, Australia

10044

This ad is part of the ACT Responsible Collection

Brand: WWF-Australia
Country: Australia

Advertiser: WWF

Title	Earth Hour 2015 - Switch off for the future of Aussie food
Agency	Leo Burnett Sydney
Campaign	Earth Hour 2015 - Switch off for the future of Aussie food
Advertiser	WWF
Brand	WWF-Australia
Date of First Broadcast/Publication	2015 / 3
Business Sector	Preservation of Monuments, Parks & Wildlife
Tagline	Switch off for the future of Aussie
Story	The campaign began 1 March and runs up to Earth Hour, which takes place on 28 March at 8:30 pm local time. With the tagline ‘Switch off for the future of Aussie food’ and the hashtag #AppetiteForChange, the campaign attempts to connect the traditional Earth Hour message of energyconservation to global warming and the very real threat it poses for the food supply.
Philosophy	Press release quote: Anna Rose, head of Earth Hour with WWF Australia: “All Australians are proud of our farmers for feeding the nation, but they are on the frontline of rising temperatures and more extreme weather. Flooding, drought, fires and changes in pests and weeds are affecting the farms that supply 93 per cent of the food we eat.” Andy DiLallo, chief creative officer, Leo Burnett Sydney: “Food has the power to bring people together. This campaign taps into that—bringing people together to give their voices and support to the need to protect and preserve the future of Australian food and the farmers whoprovide it.” Campaign Asia Pacific's comments: People often fail to remember that climate change is not some esoteric concern, but rather a threat to the environmental systems that support our very lives—even those of us who dwell in mega-cities. This campaign connects the dots between global warmingand farming in an elegant, undeniable way. In particular, we applaud the radio spot (below), which makes haunting use of the medium to add an extra emotional kick to the message.
Media Type	Television
Length	33 seconds
Chief Creative Officer	Andy DiLallo
Executive Creative Director	Grant McAloon
Executive Creative Director	Vince Lagana
Copywriter	Curt McDonald
Art Director	Claus Stangl
Producer	Rachel Rider
Group Business Director	Belinda Drew
Business Manager	Rachel Bean
Strategic Planner	Nicky Bryson
Director	Angus Forbes
Producer	Olivia Hantken
Casting Director	EarCasting
Voice Directing	Eardrum
Music Composition	Song Zu
Sound Engineer	Abigail Sie
Marketing & Engagement Director	Cristel Leed
Earth Hour National Manager	Anna Rose
Communication and online campaign manager	Samantha Webb
Climate Change campaigner	Reece Proudfoot