PHILIPPINES – Earth Hour 2009 was named Best Innovative and Integrated Media campaign, complementing the host of industry creative awards it has already won. Initiated and created by Leo Burnett Manila, the campaign was awarded the gold, one of only two in this year’s edition of the Tambuli Awards, for effectively achieving integration demonstrated in promoting societal values.
The judges specifically cited Earth Hour 2009’s innovative use of multiple forms of media relevant to the target audiences, and consistent with the marketing communications objectives that generate dramatic results.
Leo Burnett Manila partnered with WWF-Philippines for the Earth Hour 2009 campaign aimed at surpassing the one million Filipinos that participated in the 2008 campaign. Beyond creating advertising, agency engaged clients, industry partners and local communities, creating a bandwagon effect in spreading the simple message “Switch off your lights for one hour and help reduce global warming”.
Over 15 million Filipinos in 650 cities and municipalities switched off their lights for one hour on March 28, 2009, saving 611 megawatts of energy. The massive support nationwide put the Philippines on the number one slot in terms of country participation during the worldwide observance of Earth Hour 2009.
"Earth Hour has become the world’s fastest-growing brand. We, in Leo Burnett Manila, are happy that our Earth Hour 2009 initiatives transformed the behavior of millions of Filipinos. This award has, once again, proven that we successfully put Earth Hour at the center of our communications to connect with people, and created what we refer to in our HumanKind philosophy as ‘Acts, not just Ads’," said Raymond Arrastia, Leo Burnett Manila Managing Director.
Interestingly, Earth Hour 2009 was also awarded a Tambuli Silver for Best Small Budget Service Brand Campaign. Other Leo Burnett Manila campaigns that figured prominently at the awards were Silvers and Bronzes for clients Camella/Vista Land & Lifescapes (“Bulilit”) and The Coca-Cola Export Company (Coke Zero and Real Leaf green tea).
Now on its 5th year, the Tambuli Awards aspires to be the benchmark and resource for effective integrated marketing communication programs in the country and in Asia, as it accepts entries from other Asian countries starting next year. The Tambuli Awards is organized by the University of Asia & the Pacific.
