Campaign SummaryA campaign that encourages Gen Z to take action against climate change in Australia.

Partnering with Change.org, the campaign offers levels of taking action - from donating, volunteering, and petitioning for an environmental change they believe in.

Creative InsightAustralia is at risk from the consequential realities of climate change, but protecting the environment is the number 1 societal challenge that Gen Z cares about.

SolutionGiving them a gripping look into their future if change isn’t actioned upon today. Leveraging on augmented reality, we show realistic deterioration of beloved natural Australian landmarks to drive change.

How does it work?Awareness: Users will physically be at a landmark, or see OOH media of a landmark that is branded with a Snapcode.

Action: Using Snapchat, people will view the landmark through their device, where augmented reality will take over what they see – a run-down or partially destroyed environment.

Change: Users are then encouraged to make a change by engaging in a relevant cause on the campaign landing page.

BONDI BEACH, 2050

AUGMENTYOUR REALITY

WHAT WE KNOWAUDIENCE AND INSIGHTS

1. Deloitte, The Deloitte Global Millennial Survey, 2019.2. Australian respondents were even more worried, with 31 percent of millennials and 37 percent of Gen Z noting their personal concern.3. Snapchat Young Lions Competition Brief, 2020.4. Deloitte, The Deloitte Global Millennial Survey, 2019.

Climate change (and protecting the environment/natural disasters) is the number 1 societal challenge1 and personal concern of Australian Gen Z’s.2

Gen Z have “their eyes wide open to the issues going on in the world and are keen to make a difference…”3

47% of Gen Z’s (globally) want to make positive impacts on community/society.4

HOW IT WORKS AT A PROMOTED LOCATION

For users that are physically at a landmark.

1. 2. 3.Branded Snapchat activation set-ups will

be on location, encouraging users to scan the Snapcode.

After scanning the Snapcode, augmented reality takes over their

mobile phone.

The landmark changes, showing a reality affected by the worst of climate

change.

KINGS PARK, 2050

AUGMENTYOUR REALITY

BUSHFIRES

BONDI BEACH, 2050

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COASTAL EROSION

HOW IT WORKS AWAY FROM A PROMOTED LOCATION

Reaching users through impactful OOH media.

1. 2. 3.Adshels and billboards will be Snapchat branded, encouraging users to scan the

Snapcode.

After scanning the Snapcode, augmented reality takes over their

mobile phone.

The landmark changes, showing a reality affected by the worst of climate

change.

GREAT BARRIER REEF, 2050

AUGMENTYOUR REALITY

GREAT BARRIER REEF, 2050

AUGMENTYOUR REALITY

CHANGE YOUR HABITS

CHANGE THE WORLD

GREAT BARRIER REEF, 2050

AUGMENTYOUR REALITY

GREAT BARRIER REEF, 2050

AUGMENTYOUR REALITY

CHANGE YOUR HABITS

CHANGE THE WORLD

GREAT BARRIER REEF, 2050

AUGMENTYOUR REALITY

CHANGE YOUR HABITS

CHANGE THE WORLD

CORAL BLEACHING

ULURU, 2050

AUGMENTYOUR REALITYULURU, 2050

AUGMENTYOUR REALITY

CHANGE YOUR HABITSCHANGE THE WORLD

ULURU, 2050

AUGMENTYOUR REALITY

CHANGE YOUR HABITSCHANGE THE WORLD

EXTREME HEAT

TAKING ACTION

How are we driving change?

The CTA from all media, ‘Change your habits, Change the world’ leads users to a Snapchat branded Change.org landing page.

This allows for multiple levels of engagement based on what the user is passionate about – donating to a cause, volunteering for a cause, or petitioning for a change they believe in.

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Budget Breakdown

Campaign budget: $850,000 AUD

Production

Augmented reality lenses: $250,000 AUDActivation set-up (at promoted locations nationally): $40,000 AUD

Media

OOH Billboards: $200,000 AUDOOH Adshels: $180,000 AUDDigital advertising (Snapchat Stories and Discover page, YouTube, TikTok, Instagram, Facebook Messenger): $150,000 AUDMicrosite (Snapchat branded Change.org landing page): $30,000 AUD

A mobile-first campain leveraging Gen Z to drive action for environmental change.

Educates people to the realities of the impact humans have on the environment.

A press-worthy campaign that will spark attention.

AUGMENTYOUR REALITY