Earth Hour: A Dumb Proposal

Cheil Worldwide and WWF Korea held hands to create a campaign to increase participation of Koreans in Earth Hour, a global movement of turning lights off for an hour to fight climate change. In order to draw more Koreans to take action, Cheil Worldwide opened an event in the middle of downtown Seoul where a special street light was installed with the light switch placed high up on it. More than 500 people tried hard to switch off the light, and promised to participate in Earth Hour. Moreover, Cheil Worldwide created a proposal that suggests placing the switch higher than the construction standard, and sent it to construction companies, district offices, city halls and even met the Mayor of Seoul.