Life-Sized Cut-Outs To Promote Earth Hour Awareness in Australia

By: Katie Cordrey - Published: Mar 29, 2009 • References: bestadsontv & campaignbrief
SBS (television) of Australia installed eco-vinyl clad recycled cardboard tree-hugger figures in Sydney parks to promote Earth Hour. A secondary intent of the viral marketing was to encourage the population to connect with Mother Nature. 

Several people have participated by posing for photos with the faux huggers. Whether they actually went home and dimmed their lights for Earth Hour on Saturday, March 28th is impossible to know. But there’s always next year.

Client: SBS
Agency: US Sydney
Creatives: Josh Moore (Creative Director)
Josh Moore, Adrian Ely (Art Director)
Nigel Clark (Copywriter)
Jeff Edwards (Agency Producer)
Country: Australia Stats for Cardboard Tree Huggers Trending: Older & Mild
Research: 6,761 clicks in 373 w
Interest: 4 minutes
Concept: Cardboard Tree Huggers
Related: 52 examples / 40 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: cardboard children, fake prostitutes, and earthwide eco statements.