We wanted to demonstrate Hungarian young people that "nature is cool" and it's able to create cool things naturally.

So we created unique, limited edition skateboards that resonated with the attitudes and lifestyle of our audience – with the help of real bears.

Raw decks were given to real brown bears; the bears left their marks on the boards and "instinctively designed" them with their teeth and claws. Then we turned those decks into real skateboards, and a new brand was born, named: WWF "Designed by Nature" Skateboards.

Once we created our skateboards with the help of real bears, first we addressed the skateboarders directly: with a YouTube teaser video we introduced the designer bears to them – and the set of limited edition boards.

In the next phase, these 7 limited edition boards were exhibited in a meeting place of the skateboarders community, in Budapest downtown; journalists were also invited to the event, which introduced the environmental agenda of WWF Hungary into the conversation.

In the meantime the online auction began, drawing attention to the boards and WWF Hungary.

Thanks to the skateboarders our story became a hot online topic; it was soon discovered by online national news portals and magazines, then the "designer bears" made it to the most popular daily magazine, and the Hungarian national television as well.

WWF Hungary and the importance of conservation became a hot topic during the campaign.

Due to the online auction and offline exhibition we had huge media coverage.

It resulted in 21% increase in brand recognition.

36% of total Hungarian population was reached.

The traffic on the auction's website went up by 62%, and 300k+ people were involved online. The limited edition boards were sold much higher than their retail price.

With zero money spent on paid media and PR, we earned 580k+ Euros worth of free media.

The skaters and their boards helped WWF Hungary to communicate the coolness of nature and the importance of conservation to a whole generation of young people.