China EFFIE Spotlight story: BBH China’s WWF ‘Smog Hijack’ wins gold at the China Effies

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WWF_card 2014.jpgBBH China recently won a gold at the China Effies. The Effie Awards are known by advertisers and agencies globally as the pre-eminent effectiveness award in the industry.

In May this year, The World Wildlife Federation (WWF) together with BBH China and China’s top networking sites hijacked the digital space with ‘smog’ during Earth Hour to highlight China’s growing air pollution hazard.

The campaign aimed to engage with at least 91% of netizens who are social media users across China.

 

ChinaEFfie WWF.jpgChina’s top networking sites – including Ren Ren, Ten Cent, Ushi and Youku – allowed a digital ‘smog’ to hijack their websites for an hour.

 

Netizens online during Earth Hour were welcomed by an unpleasant surprise -a cloudy grey smog engulfing the websites they use.

Johnny Tan, Chief Creative Officer, BBH China said, “We are honored and excited to see the WWF Smog Hijack campaign win an Effie Gold. It goes to show that there are always new ways of using existing technology to change the conversation. Even if for a short time, we were able to shift the topic of air pollution in China from one that we often put in the back of our minds to something that we can no longer ignore. When the right idea finds the right technology and vice versa, we can do exciting things.”

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