The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Interactive, Online & Mobile

Offline Hour

Agency M&C Saatchi / Dubai + Pizza Hut / Dubai

Client Pizza Hut META


Innovation & Transformation / Innovation in Interactive, Online, & Mobile

Annual ID


About the Work

HOW WE GOT PEOPLE TO DISCONNECT FROM THE INTERNET FOR FREE PIZZA The world loves pizza and Pizza Hut, possibly the world's greatest pizza, wanted to show some love right back. So during Earth Hour, we wanted to participate in a way beyond just switching off the lights because it's kind of hard to eat pizza in the dark. In the US alone, the networks and data centers that power your social media, messaging services and streaming video consume 8 billion kWh more than household lighting. So instead of turning off the lights, we encouraged people to go offline. We created a website that only works without WiFi or data and little bit of internet sorcery. It asked people to disconnect from the internet for an entire hour to get free pizza and in turn, save up to 12% more energy than switching off the lights. HOW IT WORKS People visited and were asked to switch off their WiFi or turn on Airplane Mode. Special code was built into the site to detect whether users had an active internet connection or not. Content was preloaded into the browser's cache before people were prompted to switch off their WiFi and/or data. Once people went dark, a countdown timer appeared on the page. Reconnecting your WiFi or data would cause the timer to stop and prompt users to go back offline. And if they managed to get through an entire hour offline, a pizza was coming their way. RESULTS - 10,000+ participants during Earth Hour - 3,200+ combined total hours spent offline - 7.4+ million people reached

2022 Awards

Total Points: 3




M&C Saatchi / Dubai

Client / Brand

Pizza Hut / Dubai

Art Director

Ben Lees
James Swift


Rami Al Ekhlasi

Chief Creative Officer

Ryan Reed

Executive Creative Director

Dario Albuquerque


Leighla McGregor


Mohammad Dohadwala

Social Media Manager

Ahmed Taha
Merrihan El-Shazly


Asmaa Ahmed

Brand Manager

Hanna El-Amrawi

Chief Executive Officer

Scott Feasey

Marketing Manager

Nicodemus Rozario

Senior Account Director

Caroline Wylie

Account Manager

Nadine Inja

Chief Brand Officer

Beverley D'Cruz

Digital Art Director

Anoop Ashok

Digital Marketing Manager

Khaled Al-Masri

Group Managing Director

Natalie Cooke

Head of E-commerce, CRM & Loyalty

Srikanth Tirupathi

Head of Marketing, Calendar & Communication

Gaurav Sinha

Head of PR

Amy Brill

Head of Social Media

Mitch Williams

PR Account Executive

Hanine El Massri

Studio Manager

Ramesh Vasudevan

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