You're destroying your home too

For Earth Hour, WWF Poland wanted to change the perception of typical environmental communication. The goal: to make Poles aware that by destroying nature, they are destroying their own homes.

A shocking message was needed that would evoke emotions and compel a response. A two-stage campaign featuring Marcin Dorociński. First, a teaser on the actor's profiles—a shocking video of an apartment destroyed without explanation. Then, a 30-inch commercial revealing the metaphor: peace = Earth, actor = each of us. An appeal to the President of the Republic of Poland on the dedicated website godzadlaziemi.pl.

The teaser went viral within minutes, triggering an avalanche of media responses. The 360-degree campaign: TV, radio, cinemas, press, internet, and public transport. Results: nearly 100 publications on news portals, hundreds of shares on social media, and a reach of 7 million.