BEIJING – WWF China and OgilvyOne Beijing have joined hands again this year to support Earth Hour by creating a new “Blue Sky” iPhone app that allows users to turn their photos of polluted gray skies into clear blue skies with a simple finger wipe. Users can share the before and after pictures on their WeChat Moments and Sina Weibo (Chinese microblog).
In addition, the app invites users to pledge against air pollution by signing their phone screens and sending their signatures to the WWF website, where all supporters’ blue signatures will be combined to collectively clear away a gray sky and inspire a movement for cleaner air.
Chinese film celebrity and WWF Earth Hour global ambassador Ms. Li Bingbing will kick off the live event on March 29 at 8 pm at The Place (Shimao Tianjie), a popular shopping destination in Beijing with Asia’s largest outdoor overhead screen. After signing a pledge of support through the app, Li Bingbing’s signature will be projected onto the overhead screen to inspire others to action. Shoppers and passersby can also pledge to the movement by signing their own names through the “Blue Sky” app on one of several iPads on- site. Signatures collected will be shown on TV screens on-site that will show gray skies being transformed into blue skies from a mosaic of blue signatures.
Social@Ogilvy Shanghai has also pitched in to create custom content for WWF China’s ambassadors to share across their own social networks. The team is engaging social media influencers and celebrities in business, athletics, health, literature, lifestyle and the arts to help further spread the message on Sina Weibo and WeChat.
Dan Wang, Brand Manager, WWF China, commented, “As China’s smartphone market reaches a 90 percent penetration rate this year, an innovative and meaningful mobile app can make a big difference in helping us reach more Earth Hour supporters in China. This is why our partnership with O&M is so important. They’ve helped us introduce a digital and social element that can engage millions of people to join the global community and take personal action to reduce air pollution now.”
Doug Schiff, Executive Creative Director of OgilvyOne China, said, “Many in China feel only the government can improve the worsening air conditions, but WWF wanted to encourage individuals to think up and support individual initiatives, and this app is a step in that direction.”
Born in 2009, Earth Hour has become the biggest public engagement event in China, taking place in a variety of historic landmarks such as the Bird’s Nest and the Great Wall, with those locations showing support by turning their lights off. The yearly event has also broadened in message and relevance, with the struggle with air pollution being a key focus this year.
The “Blue Sky” app is available in English and simplified Chinese. It is now downloadable through the App Store and is compatible with iOS 6.1 and later.
Search for the app in the Apple App Store: “WWF Blue Sky” or “蓝天自造”
Join the conversation on Weibo with hashtags: #BlueSky# #蓝天自造#￼
Client: WWF China
Project title: Blue Sky app
Brief: To create an app that builds public awareness in environmental issues and empowers citizens to turn our gray sky blue.
Creative agency: OgilvyOne Beijing
Chief Creative Officer: Graham Fink
Executive Creative Director: Doug Schiff
Creative Director: Fei Wang
Art Directors: Jason Wee, Fei Wang, Shumei Tay
Copywriters: Doug Schiff, Yimeng Bai, Sam Sun
Agency Producers: Eric Wu, Rita Yang
Technologist: Eric Wu
Account: Yuwei Chang
Project title: Earth Hour social media engagement
Creative agency: Social@Ogilvy, Shanghai
Social Planning: Daniela Badalan, Cheng Chen
Copywriter: Nana Yu
Design: Frank Chen