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. Digital advertisement created by Publicis, Israel for Earth Hour, within the category: Public Interest, NGO.