Describe the creative idea

[Unreal VR Lost Animal Park] Does VR become more meaningful if it create something not of this world? Our answer was non-existent Lost (Endangered) Animal Park. Do you know what Pokémon character Pikachu, sloth from the movie Zootopia, and Spix’s Macaw parrot from the animated film Rio, has in common? The real animals of these famous cartoon characters are all endangered. We used this as a key creative strategy. We created a virtual endangered animal park in VR and did storytelling using the animals from the cartoon characters. The 3D cartoon characters talked about how they lost their homes and became an endangered species due to environmental destruction. Children who saw these content told by cartoon characters became immediately immersed. They saw the content through VR, television, and YouTube ads and sympathized the dying animals and felt more concerned about the environment issues as their own.

Describe the execution

In order to create a realistic endangered animal park, real animal models of the characters such as Rio Parrot, Pikachu, and Zootopia Sloth were produced in 3D VR and AR contents during 6 months period. To make the animals feel like real cartoon characters, the voice actors who dubbed these cartoons in Korea dubbed the characters of our content. Rather than just telling the stories of these animals, we wanted it to make it more interactive and wanted children to find these animals’ lost homes and emphasize with them. The children listened to the story of the animals losing their homes and being broken up with their parents and friends, and learned that it was caused by environmental pollution and habitat destruction. For more physical experience, the Lost Animal Park was created in offline experience zone. The zone was built in shopping mall where children could experience the VR and see the photos of the endangered animals of the WWF. Pikachu and Flash from Zootopia were of interest to both children and adults, and they were surprised that the cartoon characters were endangered animals in reality and became concerned about the environmental issues. In order to expand the VR content to more people, TV and YouTube commercials about our content and children's interactions were released. For children without 5G mobile service, we expanded our channels with offline events and published pop-up books. To ensure that this campaign does not end with a simple marketing campaign, we have provided a mobile environmental practice program to help consumers continue to practice conserving the environment at home, saving water and electricity as well as receiving praise from their parents. We also held a class in elementary school to educate children using our content.