Earth Hour Print Ad – ACAG Print Contest (Silver Award)

The Challenge:
To create a powerful print ad for Earth Hour, raising awareness about energy conservation and environmental protection. The brief was part of an ACAG contest in collaboration with WWF Georgia, highlighting the global event observed in 193 countries.

My Role:
As part of the McCann Tbilisi creative team, I collaborated with fellow copywriters and designers to develop both the concept and copy.

• Crafting the copy: The headline "ჩააქრე, ბევრს წვავს" (“Turn it off, it burns a lot”) plays on a double meaning rooted in local insight:
- Literal: Turn off the lights to save on high utility bills.
- Metaphorical: Turn them off because excessive energy consumption harms the environment.

• Contributing to the concept: Worked closely with the design team to align the visual—a burned-out forest shaped like a lightbulb—with the impactful message.



The Impact:
The ad won Silver (2nd place) at the ACAG Print Contest, recognized for its strong visual storytelling and culturally resonant message that connected with both environmental and everyday concerns.