It really is the kind of thing that you want to like. It's big, bold and must have been beautiful when the whole of Sydney came together for one hour, on one night, to make a difference.
While we applaud Leo Burnett and WWF's commitment to such an important cause, it's hard not to question whether the 1,900 brands involved in Earth Hour really possess green credentials to underline their commitments. Or are they simply adopting this eco stance out of convenience? Most global companies have realised that allying their brand to contemporary issues is financially beneficial. Eco-consciousness is already a strong buzzword in marketing and branding strategies in Europe and the US.
The trouble is, some companies using eco-friendly advertising and marketing strategies don't necessarily conform to environmentally sound strategies themselves. It's what sceptics are now calling 'greenwashing' - when issues are thrown into the dark with an eco veneer to appear more consumer-friendly.
Businesses are increasingly scrutinised for their approach to this issue and some have learnt lessons the hard way. Take Honda - it unveiled the most radical livery since corporate sponsorship first began in Formula One 40 years ago, but its new eco-branded car has drawn fierce criticism from some for being nothing more than a publicity stunt.
We aren't entirely sure, either, what painting an F1 car green will do for the planet. But given the sheer number of brands involved in Earth Hour, the chances of any being singled out for greenwash are slim (even if some of them didn't actually turn their lights off).
So are regional consumers buying into the idea? It's not just in Australia that green living is catching on. In many Asian markets, a new breed of consumer has arrived - one with spending power, strong opinions on brands and a growing tendency to let what they read on the web influence their choices.
This new consumer is into fair trade, scans foods labels for the organic stamp and likes products to be designated free from animal testing. Importantly, these consumers are putting their money where their beliefs are.
In Asia, we're starting to see homegrown retail brands adopt environmental issues as part of their marketing strategies. Some such as Hong Kong's new organic supermarket Threesixty, dedicated to clean living, are getting it right.
For others getting to grips with marketing to this new breed of consumer, projects like Earth Hour are a safe way of assessing this shift in attitude and recognising its influence over consumption.
Meanwhile, for Burnett, Earth Hour is a smart move, not just for its PR kudos. As clients get their own green images in order, it's only a matter of time before marketers begin to expect the same from their agency partners. Agencies that are able to prove they are genuine about their environmental positioning are likely to standout.
As for Earth Hour, whether it raises praise or condemnation, few can argue that Burnett and its client have started an important dialogue about brands' responsibility to the world.
The MTR Dream City pitch sparked heated debate in the industry after the agencies initially invited to pitch - Y&R, DraftFCB and DDB - came under fire for shoddy presentations that failed to deliver on the brand strategy. The three argue that the tender process was flawed from the start, with a notoriously indecisive client keeping details of the project under wraps. Now, two more - M&C Saatchi and McCann Erickson - are in the running for the HK$30 million (US$3.8 million) property project. Given the client'd aim of developing breakthrough creative, one wonders why the likes of Ogilvy, Burnett and TBWA are not involved.
