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WWF Digital Earth Hour - Smog Hijack

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Digital / 2015

In 2013, China saw its worst smog in 52 years, with the Air Quality Index over 40 times the WHO safety limit. In 2014, WWF leveraged Earth Hour to remind people that the fight against smog isn't over. With the help of BBH China, WWF hijacked the landing pages of China's major portals, invading them with a digital smog. Users suddenly saw smog choking up their screens, with smog levels directly correlating to the real-time AQI of their current location. To clear the smog, users had to share a message on social media, leading to an organic reach of over 50 million people. Users were then redirected to the WWF website and encouraged to donate to its anti-smog protests.

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