The Body Shop Malaysia: #selfieinthedark

The selfie culture has taught us to be conscious of how we look. The Body Shop Malaysia wanted to make selfies more meaningful. Could it be possible to take a selfie and help save the planet at the same time? As part of the Be More Than Beautiful campaign, which celebrates women of substance, The Body Shop Malaysia created #selfieinthedark for Earth Hour 2014. The hashtag got people to turn off the lights, take a selfie and share it. In the dark, there was no need for filters or the perfect angle. Just people being themselves while helping save the planet at the same time. Agency: Grey Kuala Lumpur.