That global warming is a pressing concern is no longer debatable. Erratic weather, melting ice caps and rising sea levels are proof positive that Mother Earth is right pissed off with our resource-burning, emissions-producing ways.

So, in partnership with their client the World Wildlife Foundation, Leo Burnett, Sydney created a campaign to highlight the issue with Earth Hour. For one hour on March 31, it was lights-out in Sydney.

"We wanted to [raise awareness] in a way in which everyone could feel like a part of the solution," says Leo executive creative director Mark Collis. "What better way to do that than to have Sydney-siders all dedicate one collective hour to the problem?"

Statistics show that almost 70% of Australia's greenhouse gas emissions come from energy production. Also, on Feb. 2, 2007, the UN's Intergovernmental Panel on Climate Control concluded for the first time that the earth's rising temperature was "unequivocal". With the support of the City of Sydney and the New South Wales government, the campaign aims to encourage businesses and individuals to cut their emissions by 5% in the next year.

As part of the campaign, Leo Burnett created a 30-second spot showing lights being doused across the city, helmed by Cherub Pictures' Justin Kurzel, as well as print executions, radio ads, web, posters, postcards, press packs, brand partnerships and merchandise. Over 600 businesses and corporations, such as McDonald's, Quantas, Coca-Cola and HSBC have committed to the cause, and one environmentally zealous couple declared that their wedding, planned for March 31, would be lit by candlelight to observe Earth Hour.

The hope is, through Leo Burnett's global network, to develop Earth Hour in other major capital cities around the world in 2007. "Every finger on every switch makes a difference. It's a little hippyish perhaps, but this is about real, old-fashioned people power," says Collis.

Earth Hour http://www.earthhour.org
Leo Burnett, Sydney http://www.leoburnett.com.au