Brief Explanation

The challenge is to make wildlife protection relevant and tangible to urban youth.

The Brief

30,000 hectares of forests disappear everyday, displacing countless wildlife. WWF China wants to move China’s youth to get involved in their Biodiversity Protection Program. Either by signing up with WWF or by spreading awareness.

How the final design was conceived

Idea: Wildlife’s fate is in your hands. We brought wildlife into their mobile phones, so city folks can experience firsthand how a displaced animal struggles to cope outside its habitat. ENGAGE VIRTUALLY. We developed a new technology that converts any image from the camera into simple digital shapes, thus allowing the displaced bear to “read” its environment and react accordingly. ENGAGE FOR REAL. Click one button to sign up with WWF. Click “share” to spread awareness to everyone in your addressbook. This groundbreaking mobile ad not only changes how people interact with phones, it simplifies how individuals can take action.

Indication of how successful the outcome was in the market

Results in first two weeks alone: 3.7X more web visits (534,574 unique visitors) 2.34X increase in new membership Over RMB114,000 worth of free media from China’s online press alone. Featured in China and International TV news and publications including Guardian in UK, Contagious magazine, Channel News Asia, and The Strait Times.