Nature’s Calling. Will You Pick Up? 
World Wildlife Fund

︎Art Direction, OOH, Social, Web Design, Motion,  Video Ad

November 2024

With Johnny Yu (art director), Angelina Liu (art director)

Challenge: Increase awareness and support for endangered species on the WWF 2024 Living Planet Report

Target Audience: Gen Z who are reliant on technologies

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.

Solution: Break through to Gen Z by simulating phone calls from animals facing population decline. We use interactive ads to give people the choice and decision to play their part in fighting for the lives of endangered species.

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Since Gen Z communicates through memes, we use the animal FaceTime meme to resonate our message.

There will be a recognizable ringing tone playing along the visual to simulate the nature’s call. Our goal is people to scan the QR code and visit the campaign page in WWF website. 

Social 

The facetime theme continues into the socials. We feature specific species from the WWF Living Report 2024, calling users on Instagram Stories followed by a CTA Story that is linked to the WWF website where they can learn about the animals along with ways to help.

Website 

Every time you enter WWF website, different endangered animals will come up so people can learn about different animals, why they are endangered, and how the users can help. The donation at the end will be specific to each cause.

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