Earth Hour
OTH#R created the “Biggest Candlelight Dinner in the world” multichannel concept around the #sammutasome (logoff-social-media) hashtag to raise awareness around food waste.Case
The original Earth Hour was not captivating enough and we wanted together with WWF to tackle the problem by creating something that lures millions of Finns to participate! That’s how we coined the biggest candlelight dinner concept that attracts everyone to join!
Other produced effective varieties of #sammutasome TV-ads that were broadcasted on TV and Youtube where panda saves the world from too much social media.
Over four years, Other’s well-curated content drew people together across different mediums; from TV to radio and social media channels.
Concept
In 2015, Other created the “Biggest Candlelight Dinner in the world” concept using the #sammutasome (logoff-social-media) hashtag. Candlelight dinner was chosen to be the theme because food is a concrete thing how anyone can have an impact on climate change by a) eating less meat, b) eating more food that is produced nearby, and c) not throwing food into the garbage.
Strategy
Together with WWF, we asked Finns to spend an offline hour with their friends and join the biggest candlelight dinner in the world.
Tools
During the Earth Hour, all participants were asked to turn off their social media channels and mobile phones from 8:30 PM to 9:30 PM and add a candle to the interactive world map (online service where people could register their dinners).
Long-lasting Hit!
The Earth Hour concept evolved into a long-lasting hit. It became the biggest online event and phenomenon in Finland: over 1,7 million Finns joined together over dinner in 2019.
