| Title | NATURE IS COOL |
| Brand | WWF HUNGARY |
| Product/Service | DESIGNED BY NATURE SKATEBOARDS |
| Category |
B05. Use of Ambient Media: Small Scale |
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Entrant
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WHITE RABBIT Budapest, HUNGARY
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Idea Creation
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WHITE RABBIT Budapest, HUNGARY
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Credits
| Istvan Bracsok |
White Rabbit Budapest |
Creative Director |
| Levente Kovacs |
White Rabbit Budapest |
Creative Director |
| Akos Lugossy |
White Rabbit Budapest |
Art Director |
| Marcell Szoke |
White Rabbit Budapest |
Art Director |
| Adam Farkas |
White Rabbit Budapest |
Copywriter |
| Levente Balint |
White Rabbit Budapest |
Client Service Director |
| Miklos Mendrei |
Umbrella.tv |
Director |
| Emil Goodman |
Umbrella.tv |
Director |
| Zoltan Hidvegi |
Umbrella.tv |
Producer |
| Miklos Kazmer |
Umbrella.tv |
Producer |
| Gergely Angyal |
Umbrella.tv |
Co-Producer |
| Andras Genser |
Umbrella.tv |
Production Manager |
| Daniel Racz |
Umbrella.tv |
DOP |
| David Laposi |
Umbrella.tv |
Editor |
| Orsolya Nagy-Sandor |
Umbrella.tv |
Senior Account Manager |
| Csaba Toth |
Umbrella.tv |
Head of Post Production |
| Gyorgy Laklott |
Umbrella.tv |
Post Production Producer |
| Simon Koch |
Umbrella.tv |
Sound Designer |
| Viktor Uhrin |
Umbrella.tv |
Creative Consultant |
| Gergely Karacsonyi |
DropBy |
Head of Digital |
The Campaign
We wanted to demonstrate to Hungarian young people that "nature is cool" and it naturally creates cool things.
So we created unique, limited edition skateboards that resonated with the attitudes and lifestyle of our audience – with the help of real bears.
Raw decks of wood were given to brown bears; the bears left their marks on the boards and "instinctively designed" them with their teeth and claws.
Then we turned those decks into real skateboards, and a new brand was born, called: Designed by Nature.
The 7 limited edition boards were exhibited in a meeting place of the skateboarders community, in Budapest downtown, then were put on an online auction, and sold for much higher than their retails prices.
The money from the auction was given to WWF Hungary to support their local environmental projects.
Creative Execution
The bears left their marks on 7 raw boards; then with the help of a manufacturer we turned them into real skateboards, and branded them with WWF logos.
The 7 limited edition boards were first introduced online to the public. An online teaser video showed the bears "in action"; another video introduced the online auction.
Journalists of all major Hungarian news portals and magazines were invited for the offline exhibition to experience the boards themselves.
Our Facebook page showed behind-the-scenes material and skateboarders' content.
The six-week long national campaign focused on Hungarian skateboarders and youngsters.
WWF Hungary and the importance of conservation became a hot topic during the campaign.
Due to the online auction and offline exhibition we had huge media coverage.
36% of total Hungarian population was reached; the traffic on the auction's website went up by 62%, and 300k+ people were involved online.
With zero money spent on paid media and PR, we earned 580k+ Euros worth of free media.
All 7 limited edition skateboards were sold for much higher than their retail prices.
The skaters and their boards helped WWF Hungary to communicate the coolness of nature and the importance of conservation to a whole generation of Hungarian youngsters.
Our audience is quite immune to traditional commercial messages. So using their piece of deck to convey our message was a relevant and innovative channel to reach them.
The skateboards were designed by real bears. Each board had an individual "design" as the bears marked them with their teeth and claws; thus the boards served as individual media surfaces to communicate nature's coolness to our audience in a direct and natural way.
These boards delivered our message to Hungarian skateboarders and younger people on a brand new, exciting and cool communication medium they never experienced before.
Insights, Strategy and the Idea
To address Hungarian young people and make them aware of the importance of conservation and environmental consciousness, we focused on a small, but influential community: skateboarders.
We believed this group of opininon leaders could help spreading our message, and send it to a wider and younger audience. Once they pick up something, it could easily become mainstream.
But it's hard to reach this audience; they're quite immune to traditional commercial messages.
So we didn't buy any media – but created a brand new one instead.
We knew that young people like cool things. So we gave them coolness by letting real bears to design 7 pieces of deck that we turned into real boards.
These "naturally designed" cool-looking boards became innovative media-channels that communicated our "Nature is Cool" message in an exciting and engaging way.