Six Chinese social sites to jointly launch 'blackout' campaign for Earth Hour

During Earth Hour, from 8:30 pm to 9:30 pm on 23 March, Renren, Youku, QQ, Ushi, 139 and Kaixin will black out their websites to promote the global environmental movement. The websites have a combined daily reach of over 200 million users.

These users will experience a blackened web browser with only a virtual spotlight appearing with the message: “Light only what you need.”

Johnny Tan, executive creative director of BBH China, said traditionally, Earth Hour has been about encouraging people to turn their lights off in the real world. "We wanted to take that behaviour online and harness the power of the digital space to connect more deeply with consumers."

Allen Chai, manager of WWF China Earth Hour, added that he hoped BBH's creative will help the public better understand the cause "beyond the hour" and "to make a real difference".

This web page provides a preview of the ‘blackout’. 

CREDITS

Project: Light only what you need
Client: WWF
AGency: BBH
Executive Creative Director: Johnny Tan
Creative team: Ma Yinbo, Zizi Shi, Michelle Wu, Aaron Koh, Carol Ong}
Engagement Planning: Darius Karbassioun, Jonathan Koh
Digital Producer: Lin Yilin
Account Management: Finnian O’Neill, Jane Chen
Digital company: C3 Interactive
Exposure: Online