When millions of people around the world switched off their lights for Earth Hour on March 28 at 8:30 p.m., one brand saw an opportunity that others missed. While most companies stayed silent during this global environmental movement, Durex Arabia crafted a campaign that was both timely and true to their brand identity.
What is Earth Hour?
Earth Hour is an annual global event dedicated to raising environmental awareness and driving policy change. During this symbolic hour, iconic landmarks go dark worldwide—from the Sydney Opera House and the Pyramids to the Eiffel Tower, Empire State Building, and Las Vegas Strip. The movement encourages individuals and organizations to demonstrate their commitment to environmental action through this simple yet powerful gesture.
A Missed Opportunity for Most Brands
In the MENA region, brands typically excel at leveraging global events, especially those focused on improving quality of life. However, this year’s Earth Hour saw surprisingly few companies capitalize on the moment with social media campaigns, countdown events, or special activations aligned with the movement’s message.
Most brands seemed uncertain how to authentically connect with an environmental cause while staying true to their brand identity.
Durex’s Creative Solution
Durex Arabia found their angle by focusing on the practical reality of Earth Hour rather than its environmental message. Their campaign, “Turn Off To Turn On,” cleverly played with the lights-out aspect of the event through the hashtag #TurnOFFtoTurnONDurex.
Instead of attempting to position themselves as environmental advocates—which might have felt forced—Durex embraced what naturally happens when the lights go out. The campaign felt authentic to the brand while still participating in the global moment.
Strategic Timing and Execution
Demonstrating smart campaign planning, Durex launched their Earth Hour activation 10 days before the event. This extended timeline allowed them to:
- Build anticipation and awareness
- Maximize engagement across their social media platforms
- Create sustained conversation around the campaign
- Ensure their message reached audiences before and during the actual event
The Marketing Takeaway
Durex’s Earth Hour campaign illustrates how brands can participate in global movements without forcing an unnatural brand connection. By focusing on what made sense for their product and audience—rather than stretching to fit the environmental message—they created content that felt both relevant and authentic.
The campaign serves as a reminder that successful event marketing often comes from finding the natural intersection between your brand and the cultural moment, rather than forcing a connection that doesn’t organically exist.
