WWF's donations come primarily from people aged 50+. This works at the moment, but it can quickly become a problem.

For the future, it is therefore important to find new ways to activate younger target groups. Our task was to find such ways together with the WWF - ideally with the means of WEB 3.0.

So our main goals were to raise awareness and willingness to donate in younger target groups.

Metaverses are all the hype right now. We wanted to prove that they can not only look impressive, but also help solve real problems.

This is how the WWF Metaverse saveyour.world came into being. A metaverse that turns “virtual reality” into “virtual for reality”.

The first chapter, Operation #OceanDetox, is dealing with the flood of plastic trash in the oceans.

By presenting the topic in an innovative way and offering the opportunity for direct action.

Because the purchase of individually designed trash NFTs allows partner organisations to pull kilos of real trash out of the oceans.

Making saveyour.world the first metaverse that cleans up the oceans.

With an elaborate approach, we were able to position the complex topic of the Metaverse directly within the heart of society – and at the same time engage the crypto community for animal protection. Key of our messaging was to demonstrate how the Metaverse shows that real impact in the digital world is possible with creative and innovative solutions. At the same time, the potential of the Metaverse to reach purpose and creativity can be tapped into with a holistic approach.

Taking this bridge between the digital and real world, we aimed to engage the crypto- and Web 3.0-affine target group to create tangible help for endangered ecosystems.

At the same time, we inspired audiences not only inside but also outside the digital space to discover and explore new creative ideas to generate help for the planet.

Digital artists created a WEB 3.0-based, immersive experience around an anamorphic whale-sculpture made of digital trash. A breathtaking world of playful and educational elements that allows users to experience the problem of waste in the oceans in a whole new way.

Brought to life with the latest Unreal 5 rendering technology which, until now, has only been seen in state-of-the art video games.

This metaverse is embedded in a UX-optimised, reduced website that provides users with the necessary information, while otherwise focusing entirely on the main attraction.

Each trash NFT is lovingly designed and rich in detail to visualize different forms of ocean pollution.

Just in time for the World Cleanup Day 2022, the new WWF metaverse went live with Operation #OceanDetox. With a huge digital campaign on all relevant channels using a fresh look that is not based on classic environmental protection communication but on up-to-date video game advertising. All that accompanied by a big kickoff event on Berlin's Kudamm and a massive PR campaign.

The look and the experience itself had a strong resonance in digital channels, and in the metaverse and NFT communities. Thousands of visitors came with an average dwell time of over 5 minutes. Creating over 5 million impressions and raising the profile of the cause, with over 120 million contacts, a CTR between 1,5% and 10,2% and over 50 editorial articles in all major German publications. And in the first 72 hours alone, 1.4 tons of trash were bought out of the oceans.