The document outlines a campaign concept for WWF to inspire the "always on" generation aged 14-24 to care about environmental issues. The campaign is called "It's Not the Same" and uses the idea that in the future, wildlife may only exist as holograms if populations continue declining. The creative ideas show kids interacting happily with animal holograms that have glitches, representing a future where the real animals are extinct. The campaign would include print, digital and interactive elements to emotionally connect the target audience to the issues and motivate behavior change.

1. Client: WWF
Location: Europe
By Lena Aiello

2. Contents
Slide 1: Background
Slide 2: Challenge
Slide 3: Target Audience
Slide 4: Essentials
Slide 5: Research to problems
Slide 6: primary research
Slide 7: primary research
Slide 8: creative insight
Slide 9-17: Creative ideas
Slide 18: Getting the client on board
Slide 19: Credits

3. Background
The Living Planet Report 2014 released
in September 2014 tracks the
population levels of thousands of
species, and measures the impact of
the way we live our lives on our
environment. Its findings reveal that:
• Wildlife populations worldwide have
declined by 52% since 1970.
• We are living as though we have more
than one planet at our disposal.
• By taking more than nature can
replenish, we are jeopardising our own
future.
WWF was formed on 29 April 1961, by a
group of eminent people who made an
inspired commitment to the natural
world. They called for urgent worldwide action to stop
vast numbers of wild animals being hunted out of
existence and stop their habitats being destroyed. This
issue is not something we can leave for governments or
NGOs to deal with. It’s no longer someone else’s
problem – it’s everyone’s responsibility and together,
the solutions are possible
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4. Challenge
Inspire a new generation to understand
that we all have an impact on our planet
and an effect on its health.
Take the Living Planet Report findings
and make them relevant and accessible
to the ‘always on’ generation.
Find a way to communicate that our relationship with the
planet is reciprocal: we need the planet and the planet
needs us.
All the evidence is there. So how do you
make people engage with it and then
change their behaviour?
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5. Target audience
14 to 24 year olds, who have the
opportunity to shape their futures. They
might be interested in the cause but it’s
difficult to engage them to the point of
Action.
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6. Essentials
An integrated campaign that considers
all communication channels relevant to
the idea (ie print, digital, experiential…).
must include a digital element
Need to use the WWF logo in
your work, use the special WWF x D&AD
logo included in the brief pack. Do not
use the standard WWF logo.
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7. Research to the problems
• The future generation will not see traditional animals in the safari, sea life
according to (http://www.wwf.org.uk/annualreview2014/) where it predicts
animals like seals, leopards will all go extinct in 25 years.
• Not only will animal go extinct but businesses such as safari trips, scuba diving,
bird watching will dramattically decrease
• Online images of animals wont be the same
• Kids like to feel, see and hear in the real life
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8. The test to 14-20 year olds( TA)
I asked 50 people aged 14-20
that is looking at an online
more exciting than in real life?
Animals online
Animals in real life
T h e r e s u l t s
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9. What people have said about animals and exticntion
I love to stroke, hear and
see the animals in real life,
its like an instant bond
Anne,14
Bristol UK
I would be so upset if jaguards
go extinct, they are my favourite
pet and would love my children
to see them one day
Boris 23
Newcastle, UK
All this technology but
nothing will be the same as
seeing a real lion roar in
the safari in africa I saw
Lucy, 20
Lution, UK
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10. Creative insight
“All this technology but nothing will be the
same as seeing a real lion roar in the safari
in Africa I saw”
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11. Creative ideas
Campaign: ‘its not the same’
• Print Ad campaigns: images
of kids in safaries, scuba
divers in the great barrier reef
and the animals are
holograms
• Digtial Ad campaigns: Same
concept as above my the
holograms have a glitch
when they are moving. For
example a jaguar runnning
but the glitch will not let it run
normally it will keep messing
up
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12. Creative ideas10

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18. 16 Creative ideas

19. Creative ideas17

20. How to get the client on board
• Its an emotional connection
between the audience and
the company
• It can be a long running
campaign and can be
changed in the future on
different platforms. For
example ‘the hologram
animal glitch could be a pop
up whilst watching Youtube
channel.
• interactive games of how
the fastest animal has turnt
into the slowest animal due to
the hologram glitch
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21. Credits
Research and findings: Lena Aiello
Creative insight: Lena Aiello
Creative idea: Lena Aiello
Producing the idea graphically: Sharin Johal
Sell points to the clients: Lena Aiello
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