Sometimes the medium really is the message.

Sure, it's visual version of "The Clapper" (that device that lets you clap to turn on and off lights). But that doesn't mean it's not doing a good job of illuminating its point.

This new video promoting Earth Hour - which calls for everyone to turn off the lights for one hour on March 27 to fight climate change - adjusts itself based on whether you've got the lights on or off.

The video uses your webcam to sense the light levels in the room, and adjusts content to show you the "lights-off" or "lights-on" version.

Let's hope it gets a lot of people out of the dark about this important issue.

Check it out yourself, here.

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