GREENPEACE: STRANDED WHALES
| Title | GREENPEACE: STRANDED WHALES |
| Brand | GREENPEACE |
| Product/Service | GREENPEACE CAMPAIGN |
| Category |
B02. Microsites |
|
Entrant
|
KUBIKFOTO³ Stuhr, GERMANY
|
|
Idea Creation
|
KUBIKFOTO³ Stuhr, GERMANY
|
|
Production
|
KUBIKFOTO³ Stuhr, GERMANY
|
Credits
| Holger J. Weber |
Kubikfoto³ |
Director of Photography |
| Ole Leifels |
Kubikfoto³ |
Creative Director |
| Thorsten Schomburg |
Kubikfoto³ |
Developer |
| Maxim Ludwig |
Kubikfoto³ |
Art Director |
| Dirk Beyer |
Kubikfoto³ |
Post Production |
| Luca Elsen |
Kubikfoto³ |
Sound Design |
The Campaign
The campaign site takes the user on an exciting and educating trip to the tragic whale strandings on the North Sea shore.
The trip shall feel real and explorative, with an intuitive navigation. With big moving images for an immersive experience.
While scrolling (or swiping) through the scenery, the user parenthetically collects information about the strandings, possible causes, the whales and Greenpeace's work.
With the goal to arouse interest in Greenpeace activities or even donating directly.
Creative Execution
The campaign site is build for desktop, mobile and tablet devices, using a video scroll (or swipe) navigation. The lean design does not interfere with the big background images, which are a mixture of moving images and WebGL animations, which react to mouse movements and the gyroscope sensors of the device.
A changing and interactive soundscape, programmend with WebAudio, intensifies the experience.
A 360° video scenes is extended with interactive elements and an interactive map.
We implemented movable anchor-hotspots via motion tracking and keyframes in Javascript.
During several production days we shot over 230 gigabyte of data and had 9.935 photo and video files on our raw-server. At the end the final site was cut down to <80 megabyte.
Over 50.000 visits with almost 400.000 page impressions and an average visiting time of over 3:30 Min. - in just 2 months since launch.
Greenpeace wants to attract a young target audience, to get interested - and at best - get involved with Greenpeace. But not just with a quick social media interaction that lasts only seconds. The goal is to get the users to immerse deeper into the campaign to create an emotional connection to the organisation.
We did this by building an explorative microsite that feels a little bit like an adventure trip, although under tragic circumstances. Contemporary design and playful but cautious features shall attract the target group. Full mobile compatibility was mandatory.