Filipinos have a soft spot for radio. It's their constant companion –– always playing in their cars while they drive, blaring as they clean their homes or in their offices. People are just constantly tuned in to radio in public transport, schools, malls, you name it.
The question wasn’t why we should place Earth Hour ads on radio. Rather it was about how we can be innovative and disruptive on the medium. Leo Burnett Manila scoured music libraries for popular songs with the words “light” or “lights” in their lyrics. Then we bleeped out the words. To literally have songs without umm, lights.
Teaming up with one of the top radio stations in the Philippines, chart-topping "Blinding Lights" by The Weeknd and the rock classic "Light My Fire" by The Doors played bleeped versions for days, leaving listeners amused and intrigued.
The 2023 Earth Hour was a roaring success in the country. The Philippines stepped up, saving 62.69 megawatts in just one hour.
