Client: WWFLocation: Europe

By Lena Aiello

Contents

Slide 1: BackgroundSlide 2: Challenge

Slide 3: Target AudienceSlide 4: Essentials

Slide 5: Research to problemsSlide 6: primary researchSlide 7: primary research

Slide 8: creative insightSlide 9-17: Creative ideas

Slide 18: Getting the client on boardSlide 19: Credits

Background

The Living Planet Report 2014 releasedin September 2014 tracks the

population levels of thousands ofspecies, and measures the impact of

the way we live our lives on ourenvironment. Its findings reveal that:

• Wildlife populations worldwide havedeclined by 52% since 1970.

• We are living as though we have morethan one planet at our disposal.

• By taking more than nature canreplenish, we are jeopardising our own

future.

WWF was formed on 29 April 1961, by agroup of eminent people who made an

inspired commitment to the naturalworld. They called for urgent worldwide action to stop

vast numbers of wild animals being hunted out of existence and stop their habitats being destroyed.

This issue is not something we can leave for governments or NGOs to deal with. It’s no longer

someone else’sproblem – it’s everyone’s responsibility and together,

the solutions are possible

1

Challenge

Inspire a new generation to understandthat we all have an impact on our planet

and an effect on its health.

Take the Living Planet Report findingsand make them relevant and accessible

to the ‘always on’ generation.

Find a way to communicate that our relationship with the planet is reciprocal: we need the planet and the planet

needs us.

All the evidence is there. So how do youmake people engage with it and then

change their behaviour?

2

Target audience

14 to 24 year olds, who have theopportunity to shape their futures. Theymight be interested in the cause but it’s

difficult to engage them to the point ofAction.

3

Essentials

An integrated campaign that considersall communication channels relevant to

the idea (ie print, digital, experiential…).

must include a digital elementNeed to use the WWF logo in

your work, use the special WWF x D&AD

logo included in the brief pack. Do notuse the standard WWF logo.

4

Research to the problems

• The future generation will not see traditional animals in the safari, sea life according to (http://www.wwf.org.uk/annualreview2014/) where it predicts

animals like seals, leopards will all go extinct in 25 years.• Not only will animal go extinct but businesses such as safari trips, scuba

diving, bird watching will dramattically decrease• Online images of animals wont be the same• Kids like to feel, see and hear in the real life

5

The test to 14-20 year olds( TA)I asked 50 people aged 14-

20 that is looking at an online more exciting than in

real life?

Animals onlineAnimals in real life

T h e r e s u l t s

6

What people have said about animals and exticntion

I love to stroke, hear and see the animals in real life, its like an instant

bond

Anne,14Bristol UK

I would be so upset if jaguards go extinct, they are my

favourite pet and would love my children to see them one

day

Boris 23Newcastle, UK

All this technology but nothing will be the same as seeing a real lion roar in the safari in africa I saw

Lucy, 20Lution, UK

7

Creative insight

“All this technology but nothing will be the same as seeing a real lion roar in the

safari in Africa I saw”

8

Creative ideas

Campaign: ‘its not the same’• Print Ad campaigns: images

of kids in safaries, scuba divers in the great barrier reef and the animals are

holograms• Digtial Ad campaigns: Same

concept as above my the holograms have a glitch

when they are moving. For example a jaguar runnning but the glitch will not let it

run normally it will keep messing up

9

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How to get the client on board

• Its an emotional connection between the audience and

the company• It can be a long running

campaign and can be changed in the future on

different platforms. For example ‘the hologram

animal glitch could be a pop up whilst watching Youtube

channel.• interactive games of how

the fastest animal has turnt into the slowest animal due

to the hologram glitch

18

Credits

Research and findings: Lena AielloCreative insight: Lena Aiello

Creative idea: Lena AielloProducing the idea graphically: Sharin Johal

Sell points to the clients: Lena Aiello

19