Earth Hour, a global initiative in partnership with WWF, kicks off new global TVC, produced with a volunteer cast, calling for people to switch off their lights and take action ‘beyond the hour’ on Saturday March 26, 2011 at 8:30 PM.

The commercial features a series of images, each demonstrating a different example of a positive action. A cast of volunteers used their bodies to suspend individual ‘pixels’ that together create the powerful images for the ad. Each image shows individuals coming together with the same goal: to take positive action for the planet, beyond switching off their lights.

The concept of the TVC was developed by the creative minds at advertising company Leo Burnett in Chicago and follows the recent introduction of a special Earth Hour logo featuring a plus sign after the “60”—a change that symbolizes a shift in the Earth Hour message this year—that everyone has the power to do more for the planet beyond the hour.

The TVC was filmed by internationally acclaimed Radical Media, creators of the Arcade Fire video The Wilderness Downtown, with creative support from Leo Burnett Chicago.

Up to 424 individual pixels formed the iconic images of the globe, a light bulb, bicycle and plus sign—all which will send the Earth Hour message to people around the world. During the filming process, each pixel was individually mapped out by award winning director, Greg Jardin. The TVC was filmed in 40 takes in just 12 hours with 33 crew members and around one hundred volunteers.

The event began in Sydney in 2007, when 2 million people switched off their lights. By 2010, Earth Hour had created history as the largest voluntary action ever witnessed with participation across 128 countries and every continent.