World Wildlife Fund

Nature’s Calling. Will You Pick Up?

ART DIRECTORS:

ANGELINA LIU | YUKA MASAMURA | JOHNNY YU

CHALLENGE:

Inspire a new generation to understand that we all have an impact on our planet and an effect on its health.

INSIGHT:

Gen Z is completely occupied with the digital world residing in their phones and is unaware of the threats many animals face in reality.

IDEA:

Break through to Gen Z by simulating phone calls from animals facing population decline.

Scanning a specific animal QR code will pop a video on the user’s phone.

When users stay past the YouTube “Skip Ad” button, they are encountered with an Hawksbill Turtle talking to them.