Hasta La Creative!

Several major Chinese websites will “go dark” in observation of Earth Hour this Saturday night, as homes and businesses around the world turn off lights for an hour to promote energy conservation.

It’s an idea developed by BBH China for World Wildlife Fund China. Johnny Tan, BBH China’s executive creative director, said the project stemmed from a desire to get more people participating in Earth Hour and the larger Earth Week campaign.

“We want to make sure we give people a great experience and make them feel like they’re part of something,” he said. “We want this to be purposeful and not just a gimmicky thing.”

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