| Title | NATURE IS COOL |
| Brand | WWF HUNGARY |
| Product/Service | DESIGNED BY NATURE SKATEBOARDS |
| Category |
B12. Brand Voice & Strategic Storytelling |
|
Entrant
|
WHITE RABBIT Budapest, HUNGARY
|
|
Idea Creation
|
WHITE RABBIT Budapest, HUNGARY
|
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's able to create cool things naturally.
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 were given to real 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, named: WWF "Designed by Nature" Skateboards.
Execution
Once we created our skateboards with the help of real bears, first we addressed the skateboarders directly: with a YouTube teaser video we introduced the designer bears to them – and the set of limited edition boards.
The 7 limited edition boards were exhibited in a meeting place of the skateboarders community, in Budapest downtown; journalists were also invited to the event, which introduced the environmental agenda of WWF Hungary into the conversation.
In the meantime the online auction began, drawing attention to the boards and WWF Hungary.
Thanks to the skateboarders our story became a hot online topic; it was soon discovered by online national news portals and magazines, then the "designer bears" made it to the most popular daily magazine, and the Hungarian national television as well.
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. It resulted in 21% increase in brand recognition.
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.The skaters and their boards helped WWF Hungary to communicate the coolness of nature and the importance of conservation to a whole generation of young people.
The Situation
WWF is constantly looking for new, fresh ways of engaging young people, educating them about the importance of conservation and a healthy ecosystem.
But first it means exposing youngsters to nature; making them realize how attractive and cool nature can be.
We created a set of limited edition skateboards – with the help of real bears. The bears left their marks on raw decks that we turned into real skateboards.
These unique, cool-looking boards generated huge media attention, and successfully communicated the "coolness of nature" to a new generation of Hungarian youngsters.
The Strategy
To address Hungarian young people and make them aware of the importance of conservation, first 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 phenomenon.
Knowing that our audience is quite immune to traditional commercial messages, we released our story into the online sphere (about the bears, the boards, the auction), and move it slowly towards the offline world, making the whole campaign look as spontaneous as possible.
We realized that the more we let them discover the unique boards for themselves, the more powerful campaign we have. And the skaters and the boards could communicate our "Nature is Cool" message effectively to a wider and younger audience.