If you've been hiding under a rock lately you might not have heard of Earth Hour, where 8:30PM local time, wherever you live on planet earth. Saturday 28 March 2009 everyone on the planet are supposed to turn off the light (and anything else electric).
If It's successful expect a spike in births approx. nine months from then. ;)
Arla Milk in Sweden decided to join in bigtime. Presumably, they won't be milking any cows or pasteruising milk at that hour either, they do promise that they will turn off the lights in all of their signs and buildings on Saturday, but their biggest contribution is the black milk carton created as a reminder to everyone who drinks milk. Which is pretty much everyone. You can already find these black milk cartons in the shops today, and they will be produced in black until Saturday when they switch back to their regular white/green & white/red stripes.
Ten points for eponysterical - the design of the black milk carton is from ad agency Milk.
Copywriter: Torkel Norling
Art Director: Mikael Selin
Account: Anna Reynold