Messages about sustainability or environmental issues are often “doom-and-gloom”, telling stories about degraded ecosystems or a threatened species. The messages are put together with good intentions - assuming that people will change their behaviours with increased awareness. But this messaging often makes people feel guilty and can have the opposite effect or unintended effects on how they behave. 

So for this Earth Hour campaign for Majid Al Futtaim, we turned our messaging into something empowering — asking people to help through simple changes in their daily behaviour. We launched the campaign by releasing an animated film about a girl in her home doing little careless actions that helped a shadow monster grew bigger and bigger. She realized the result of her behaviour and little by little, she turns off her appliances in the house. “That day, the girl learned that there is no harm that can’t be undone.”  The film ended with a simple yet strong message: We created them. We have the power to stop them.