Earth Hour

arth Hour, the largest environmental grassroots movement in the world, is a household name for environmentally conscious activities. First taking place via its famed ‘switch off’ campaign in 2007, Earth Hour has grown to be an annual celebration and epicentre for coming together for our environment and doing activities we enjoy which protect and preserve our Earth.

In a powerful collaboration, TOAST is utterly overjoyed to be working with WWF International's Singapore team as part of the team behind Earth Hour 2024. This alliance signifies a shared commitment to environmental sustainability, community engagement, and a vision for a more eco-conscious future. The collaboration draws on TOAST's strategic branding expertise and Earth Hour’s global influence, our collaboration has helped amplify the campaign’s impact, so much so that our design and branding will continue to be used for Earth Hour 2025.

The challenge for the 2024 campaign lies in maximising recognition and engagement to foster a global movement towards a sustainable planet. TOAST and Earth Hour faced the task of inspiring individuals and communities worldwide to actively participate in Earth Hour's mission to protect the planet. Additionally, the emphasis on community involvement requires strategies that resonate at both local and global levels.

This campaign involved multi-level global collaboration across a number of months. Ideation sessions, seminars and interviews needed to take place for this to come to life effectively and efficiently.

TOAST's innovative strategies, including cutting-edge digital campaigns and compelling storytelling, are at the forefront of the solution. As Future Makers™, our team at TOAST is committed to adopting new methodologies, questioning our internal viewpoints and challenging the status quo in order to make a statement and encourage change.

The collaboration between WWF Singapore’s Earth Hour team and TOAST here in Sydney leverages our creative ingenuity to develop narratives and visuals that captivate diverse audiences, ensuring global resonance. The key solution this year lay in mobilising communities from grassroots initiatives to global events, encouraging participation in ways that align with the overarching goal of sustainability and showcasing that everyday activities, that we already participate in and enjoy, are in fact actions that help our planet.

Collaborating over 6 months, TOAST worked with the Earth Hour team in Singapore to visualise this year’s concept through captivating video content (featuring none other than Ed Sheeran!). Following the Earth Hour style guide, we worked closely to develop multiple scripts that communicated the 2024 mission, ensuring they were punchy, accessible and globally relevant. This was converted into both Radio and Video content where we created detailed storyboards and developed custom graphic elements and transitions to build a story around the 2024 concept, encouraging the globe to #GiveAnHourForEarth.

The TOAST and Earth Hour collaboration for the 2024 campaign is a fusion of creativity, passion and purpose. Together, we are striving to create ripples of positive change, leaving an indelible mark on the global community. The solution lies in transformative strategies that redefine the narrative of environmental initiatives, inspiring a collective commitment to a sustainable future!