To encourage citizens to participate in Earth Hour 2013, the Municipality of Sofia and WWF 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.
This professional campaign titled 'In the Name of Change' was published in Bulgaria in March, 2013. It was created for the brand: Earth Hour, by ad agency: Ogilvy. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 10 years ago.
Advertising Agency: Ogilvy Group, Sofia, Bulgaria
Creative Director: Anna Stilianaki
Art Directors: Ilian Iliev, Kostadin Kokalanov
Copywriter: Yordan Petkov