2021 Brand Experience & Activation

N4TURE'S NUMB3R5

TitleN4TURE'S NUMB3R5
BrandWWF DEUTSCHLAND
Product/ServiceICE CAPS, RAINFOREST, WILDFIRE
Category A06. Not-for-profit / Charity / Government
Entrant KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Media Placement CROSSMEDIA Hamburg, GERMANY
Production KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2 MACKEVISION, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Post Production MACKEVISION, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Additional Company WWF GERMANY Berlin, GERMANY
Credits
Name Company Position
Almuth Gaitzsch WWF Germany Director Campaigning
Svenja Roth WWF Germany Senior Campaigner
Fabian Frese Kolle Rebbe GmbH Managing Director Creation
Andreas Brunsch Kolle Rebbe GmbH Executive Creative Director
Martin Terhart Kolle Rebbe GmbH Group Creative Lead
Franziska Rist Kolle Rebbe GmbH Account Manager
Sebastian Haus Kolle Rebbe GmbH Art Director
Max Wort Kolle Rebbe GmbH Copywriter
Luis Pombo Kolle Rebbe GmbH Graphic Designer
Vanessa Rüsch Kolle Rebbe Studios Artbuying
Stella Herbolzheimer Kolle Rebbe GmbH Artbuying
Alice Feja Kolle Rebbe Studios Artbuying
Sascha Bugai Kolle Rebbe Studios Photo Producer
Stephan Gerlach Kolle Rebbe Studios Photo Producer
Martin Piechotta Kolle Rebbe Studios Photo Post Production
Ralf Seelig Kolle Rebbe Studios Final Artwork
Kathrin Kleyh Kolle Rebbe Studios Film Producer
Klaas Nocken Kolle Rebbe Studios Music Producer
Steffen Bärenfänger Mackevision Medien Design GmbH Executive Creative Director
Malte Lauinger Mackevision Medien Design GmbH 3D Lead
Daniel Beckmann Mackevision Medien Design GmbH Compositing Lead
Julian Jacobi Mackevision Medien Design GmbH Visual Concept / Editing
Tobias Lawrenz Mackevision Medien Design GmbH Head of Production
Giulia Sanna Mackevision Medien Design GmbH Producer
Carolin Rieke CROSSMEDIA GmbH Media Consultant
Jessica McIntyre Freelance Speaker

Why is this work relevant for Brand Experience & Activation?

Due to the data overload people experience daily, sheer statistics have lost their ability to make an emotional impact and thus their capacity to activate change. When it comes to really grasping the numbers of the global climate crisis, this ‘wear-out’ effect is a huge problem. That’s why the WWF let nature itself present its data in order to remind each of us that behind each graph is a real problem that calls for action.

Background

During the run-up to the 2021 German federal elections, the WWF sought to make the climate crisis the most relevant election topic. But how can the world’s leading nature conservation NGO present the unsettling data of the global climate crisis in a way that actually unsettles us?

Describe the creative idea (20% of vote)

In order to cut through the daily data overload, the WWF let nature speak for itself: a melting iceberg depicts the loss of the Arctic ice area. A menacing wildfire shows the trend of globally rising temperatures. And a shrinking rainforest presents the alarming statistics of annual tropical tree cover loss.

Describe the strategy (20% of vote)

Using complex 3D imagery, we translated brainy NASA and WRI data into a language our hearts can understand. Thus bringing back urgency to the numbers voters and politicians already know but now finally can grasp – and change.

Describe the execution (30% of vote)

From social media and print, to OOH and digital OOH: with great precision, each motif of the national awareness campaign tweaks the nature image so that it matches the actual graphs of the climate crisis. In this way, the mathematical accuracy of data is combined with the visual power of wildlife photography to create a maximum impact.

List the results (30% of vote)

By letting nature speak for itself, the WWF cut through the noise and activated voters and politicians: the climate crisis was one of the most relevant topics of the 2021 German federal elections. Still, the ultimate result of this campaign’s data visualisation approach is up to all of us. Let’s act now.