| Titel | Earth Hour 2013: In the Name of Change |
| Agentur | Ogilvy Group Bulgaria |
| Kampagne | Earth Hour 2013 |
| Werbende | WWF |
| Marke | WWF |
| Posted | Oktober 2013 |
| Produkt | Earth Hour 2013 |
| Geschäftsbereich | Umwelt & Ökologie |
| Story | To encourage citizens to participate in Earth Hour 2013, the Municipality of Sofia invited the skeptical Bulgarians to be part of the global movement by turning off not just their lights, but their names! Most Bulgarian names end with the suffix "OV", which sounds like OFF. "In the Name of Change" we invited people to change their profile names on facebook, turning the Bulgarian "-ov" into the English "-OFF". We switched off the names of the city's biggest streets on location, directing people to special Foursquare locations to check in to pledge their support. Sofia was OFF, changing its Cyrillic F letter into the English one. By changing one letter, a global matter turned into a very local and personal one |
| Medientyp | Social Media |
| Länge | |
| Executive Creative Director | Anna Stilianaki |
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