Earth Hour 2011: WEBcycle
The Challenge: Every year millions around the world commemorate Earth Hour by turning off all the lights for one hour. Tel Aviv- Jaffa municipality initiates and produces Earth Hour in Israel. As part of Earth Hour 2011, we were asked to raise awareness to the importance of Earth Hour to our planet.
The Solution: Arc Interactive (one of Publicis Israel’s digital arms) along with Tel Aviv-Jaffa Municipality connected the real world online. Together we developed a special technology and launched the world's first website that works by pedaling a bike in real time. While riders pedal, the site was on the air, but in a moment of pause, the site went dark. The activity was broadcasted on Earth Hour's website and on Ynet, Israel's leading website.
The Results: Earth Hour became the most viewed website in Israel that day! Every 3 minutes a new environmental tip was added on to Earth Hour's website.
Advertising Agency: Publicis, Israel