With the teaser campaign breaking earlier this month, the main burst – developed by Leo Burnett Sydney – has rolled out, spearheaded by a Cate Blanchett voiced TVC.
The spot flicks from one location to another, with each location having the lights turned off. The campaign, which is asking homes and business to shut off their lights for an hour in recognition of the earth’s dwindling energy resources, has been supported by a massive PR initiative from Red Agency, radio and print, has so far garnered the support of Sydney’s local government and key brands, including Coca Cola, McDonald’s, Qantas and Vodafone among others.
According to Leo Burnett, more than 600 brands will be supporting the initiative at the end of the month.
