WWF  |  AWARENESS MAP

Awareness Campaign
Concept | Creative Direction | Art Direction

The WWF Awareness Map was a captivating digital experience that helped WWF celebrate their 50th anniversary. Above is a short look at some user interaction.

A spellbinding piece of data-vis that inspires people to protect the planet.

BACKGROUND:
For their 50th Anniversary WWF asked Ogilvy & Mather to develop an awareness campaign around global sustainability issues. The campaign playfully focused on end products rather than the resources, so instead of "Help save the Tuna", it was, "Help save the Tuna sandwich". WWF then challenged us to extend this campaign with a rich digital experience... 

RESPONSE:
I was particularly drawn to WWF's focus on awareness rather than donation and proposed we create a captivating, illustration of this - a living, real-time 'awareness map' that showed how WWF and their work was creating a web of knowledge around the world. 

On a custom-built hub, users found themselves in a virtual apartment with the option to choose one of the everyday products in question. On making a selection their journey began, with the tech instantly geo-locating them so a custom animation could fly them from where they were, up into orbit and across the globe. Arriving at their destination they were shown how production of their chosen item affected that part of the world. 

After their journey users could pledge to consider their purchase decisions more carefully, and this pledge added them to the Awareness Map - a dynamically updated composite, showing all journeys taken, by all pledgers, all over the world. 

Users could explore the map to see how awareness was spreading globally, and were encouraged to immediately spread the knowledge further via social media.

RESULT:
The piece was so successful it was unexpectedly translated into 6 more languages and was shortlisted for an FWA. Over 30,000 journeys were recorded helping spread WWF's message around the world.