The brief asks for a campaign with a digital aspect to engage the "switched on" generation with the issues in WWF's Living Planet Report in a way that gets people involved in combating threats to the planet. The proposed concept is an augmented reality game called Earth Mark 2 that informs players about ecosystems while allowing them to take sustainable actions in real life for in-game currency through scanning codes with a mobile app. Scanning codes on certified sustainable products and transportation tickets would encourage sustainable living. The game aims to communicate the Report's message about overconsumption in a positive tone to motivate real change among the target 14-24 year old audience.

1. BA (Hons.) GRAPHIC
DESIGN
LEVEL
05Module
Code
OUGD503 Outcomes
Module Title RESPONSIVE Doc. Code OUGD503blank
BRIEF TITLE D & AD WWF Earth Mark 2
The Brief:
Create a campaign with at least one digital aspect
that can bring the ’switched on’ generation closer to
the issues WWF faces every day. The campaign
must find a way to communicate the findings of the
living planet report in a way that engages and gets
people involved in combating the issue.
Considerations:
What is the best format to reach this audience?
How can you put a positive spin on something that has a lot of
negative overtones?
How can you address an audience that is perhaps
desensitised to the issue?
Concept/Proposition:
Earth Mark2 is a game that looks to inform players
about the delicate balance of many of the earths
eco system whilst also making them act on the
problems and actually make a difference. The layar
app interaction allows players to gain in app
currency by living more sustainable lives. The layar
app scans rainforest alliance logos and other
images on food packaging and even bus tickets to
gain currency in game. This actively encourages
sustainable living.
Background:
The living planet report outlines the problem of our
on-going over consumption of the earths resources.
WWf have tried many different campaigns to get
people more involved in this issue. Th negative tone
of voice is not working, we need something
inclusive and positive to really try and exert a
change from the audience.
Target Audience:
14-24
Mandatory Requirements:
At lweast one digtal aspect and more than one design aspect
or application overall. Positive tone of voice. Be informative.

2. Tone of Voice
Positive and open, celebrating the good as well as
looking to change the bad.
Deliverables:
A mock up and pitch of the game and its visuals and
functionality in the form of design boards of submission
quality.