WWF

Brand: WWF

Campaign Concept: Small changes make a big difference. (WWF Shift)

Target Market: 14-18

Media: Posters, MXiT, Facebook, Online

Art Directors: Myself & Gareth Owen

Copywriters: Rob Voortman & Erik Samon

Our first real/live campaign of the year was off to a rocky start, targeting high school teenagers and trying to make caring about the environment cool – not the easiest of tasks! But alas, we proved we could pull it out of the bag!

Our concept revolves around the idea of everyone doing something small for the environment which in turn makes a big impact, whether it be showering for a few minutes less or recycling your glass or paper rather than just throwing it away, everyone can make a difference! We decided to base our campaign mainly online, where this target markets is most accessible. We would have posters up in schools, MXiT splash screens and radio spots all leading towards the Facebook page where the target market could interact and come up with different ways to save electricity, water etc. which would then be voted upon to see which one is best. After one has been chosen, an illustrator will illustrate a comic to show that particular way of saving water/electricity etc. and then that would be posted on the Facebook page. The person who’s idea it is then can tag all their friends in it and what not making them more popular! This would be an ongoing campaign, and a new comic would be released every week. At the end of the year, the person with the best idea, would then win a trip on a WWF excursion around the world.

After presenting to client, we are in the top 3, so we are waiting in anticipation of the final decision