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Leo Burnett Interactive

I WILL IF YOU WILL

Daring the world to do more than turn off the lights during Earth Hour.

PROBLEM

Earth Hour is the largest conservation initiative in the world. Every year, for one hour over a billion people turn off their lights as a symbol of hope for the planet. But as powerful as the symbol is, it’s just the beginning. So this year we created a social idea to convert Earth Hour participants into environmental activists all year round.

SOLVE

I WILL IF YOU WILL launched on February 14 and gave celebrities, corporations and individuals a way to dare friends and followers to commit to environmental action. They set the rules. How many people, what they would have to commit to, and what they were willing to do in return. If enough people accepted, it was their turn to complete the challenge.

RESULTS

/ 202,000 people that committed on YouTube to do something for the environment.

/ 4,642,343 views on I Will If You Will channel over Earth Hour weekend.

/ 6895 cities and towns that participated in Earth Hour. 34% more than the previous year.

/ Google accepted a challenge of their own and turned YouTube black for a day.

Capabilities

Creative Concept

Visual Design

Campaign
Integration

UX Design

Back End Dev

Mobile Dev

Online Display

Motion Design