Earth Hour asks people to turn their lights off at home to fight climate change.

In a mobile world, a screen is a massive global light source, so we took it one step further, asking our tech-addict generation to turn their screens off.

With the tap of a mobile rich media banner, the screen blackened, turning phone lights off across Norway. A swipe across the screen slowly let the light back in and revealed the Earth Hour countdown.

Run across the major Norwegian media site of Aftenposten and Dagbladet, we showed that the days of static mobile advertising are over, with millions of impressions and interactions. Take that, climate change.

AWARDS

2012 MMA Global Awards (Smarties) – Silver – Brand Awareness
2012 MMA Global Awards (Smarties) – Silver – Video/Rich Media
2012 MMA Global Awards (Smarties) – Bronze – Social Impact/Not for profit
2012 Swedish Mobile Awards – Finalist – Best Mobile Marketing

IMAGERY