The World Wide Fund for Nature (WWF) and OgilvyOne Beijing have come together to bring you the app Blue Sky, which allows you to turn your pictures of polluted gray skies into clear blue skies — all with the simple swipe of a finger.
The release of this app was done in support of Earth Hour, a global event established in 2009 with the intention to spread environmentally-friendly practices by encouraging participants to shut off all non-essential electronic devices for one hour. For this year’s Earth Hour — which occurred last Saturday from 8:30 pm to 9:30 — many buildings along Shanghai’s Pudong skyline chose to go dark, and runners in Nanjing volunteered to show a little bit of skin.
According to a press release on Ogilvy’s website, the Blue Sky app allows users to not only swipe away China’s polluted skies, but also share their photos as a WeChat moment or a Weibo post — “in addition, the app invites users to pledge against air pollution by signing their phone screens and sending their signatures to the WWF website, where all supporters’ blue signatures will be combined to collectively clear away a gray sky and inspire a movement for cleaner air.”
This app gained the endorsement of Chinese actress/activist Li Bingbing, who launched the event during the hour last Saturday in Beijing’s popular shopping destination The Place.
OgilvyOne China Executive Creative Director Doug Schiff stated: “Many in China feel only the government can improve worsening air conditions, but WWF wanted to encourage individuals to think up and support individual initiatives, and this app is a step in that direction.”
We did a test run with the cityscape outside of Shanghaiist HQ: