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
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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