natalie pollard
Creative Director
Earth Hour #GoDark | Edelman, 2015
To raise awareness for Ghirardelli's Intense Dark Chocolate line, we partnered with Earth Hour, a global effort to raise climate change awareness.
On March 28, Bay Area Ghirardelli fans gathered for a candle-filled night in Ghirardelli Square culminating with a count down to Earth Hour and turning off San Francisco's iconic Ghirardelli sign.
Over 6,000 attendees sampled over 25,000 squares of Intense Dark Chocolate during blind tastings with custom tasting notecards. Other activities included candle-lit yoga, a luminary path inspired by San Francisco's labyrinths, and table-top cacao bean zen gardens.
We extended the event to at-home chocolate fans with social posts encouraging a hour of analog activity to mark Earth Hour.