Cannes Lions

WILDLIFE FUND

BBH CHINA, Shanghai / WORLD WILDLIFE FUND (WWF) / 2009

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Overview

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Credits

Overview

Description

WWF China challenged us to motivate China’s youth to be more involved in WWF’s species protection program.

Execution

We developed the world’s first mobile application where a virtual bear interacts with the environment you’re in, in real time.

1. ENGAGE VIRTUALLY. Point your cameraphone anywhere and see how the poor bear copes in “strange” new habitats. It bumps into walls, falls down stairs, and runs away from moving objects. Then a message appears, “Wildlife’s fate is in your hands. Protect its natural habitat.”2. ENGAGE FOR REAL. The mobile app allows you to immediately sign up with WWF and learn more on species protection. The app also opens your address book making viral spreading very easy through SMS.

Outcome

The campaign will launch on April 27, 2009. Results will be emailed to Cannes c/o Sue Cheung, as discussed.

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