The NEW CategoryEntrant:
WWF China - "Fate's in Your Hands"
Credits Media Type: Mobile URL Address: http://www.blacksheepasia.com/awards/londonintlfest/wwf/index.html Corporate Name of Client: WWF China Account Managers: Jasmine Huang/Joyce Hong Agency: BBH China, Shanghai Executive Creative Director: Johnny Tan Copywriters: Carol Ong/Ken Lu Art Directors: Yinbo Ma/Alex Avis Agency Producer: Josephine Peh Production Company: Qdero Limited, Shanghai Executive Producer: Dr. Michael Gervautz Producers: Dr. Daniel Wagner/Dr. Istvan Barakonyi Directors: Steve Chao/Yinbo Ma/Carol Ong Interactive Designer: John Gu/Oliver Pei Programmer: Marco Dörflinger Planner: Philip Man
Basic description of the project: 30,000 hectares of forest fall everyday. To get Chinese youth involved, WWF developed a mobile application that lets you witness firsthand how wildlife struggles to cope outside its habitat.
Idea: Wildlife’s fate is in your hands.
1. ENGAGE VIRTUALLY. Point your phone anywhere a virtual bear interacts with your environment. It bumps into walls, trips over stairs, etc.
2. ENGAGE FOR REAL. Click one button to sign up with WWF, or to spread awareness to everyone in your SMS address book.
This campaign is a groundbreaking way to use mobile. It also simplifies how individuals can create real change.