И-5-02 Allforbear.com
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- Участник BBDO Russia Group
- Название работы И-5-02 Allforbear.com
- Конкурс / номинация И-5 Он-лайн кампании
- Рекламодатель WWF Russia
- Авторы Creative team:
Creative Director – Nikolay Megvelidze
Copywriter – Evgeniy Shinyaev
Art-director – Mikhail Tkachenko
Design studio - Vasil Akulov, Konstantin Usatov, Tatiana Bukhovets, Elena Klochkova, Aleksandr Kolosov, Dmitry Bashmakov
Producer - Dmitry Medvedev, Boris Anisonyan
Account team:
Client service director - Ekaterina Guvakova
Group account director – Vladlena Obukhova
Account supervisor - Viktoria Semikasheva
Senior account manager - Ekaterina Chistova
Senior account manager - Urnova Maria
Strategic team – Natalia Chuich, Roman Sidorov
Digital supervisor – Anton Akulov
Social media specialist – Ekaterina Strelnikova
Senior Layer – Julia Mikhailova
PR team - Natalia Semina, Lyaisan Yumaguzina
Digital developers – “2Nova Interactive”:
Digital producer - Elena Pugovkina
Account manager - Julia Trifonova
Art-director - Oleg Medvedev
Illustrator - Oleg Vorontsov
Programms developers - Ivan Nikitin, Nikita Zulyaev, Sergey Moiseev, Aleksey Romanenko, Julia Shapovalova
- Описание проекта There are only 25,000 polar bears in the Arctic region, and ice – home to the polar bears – is rapidly melting away. Only ⅓ of the population may survive by 2050. Climate change, poaching and pollution in the Arctic only adds to endangering the future of the polar bear. Last year ice level has reached its minimum and the gap between last minimum in 2007 is the size of the whole of Turkey!
To draw media attention to the problem and increase traffic flow to the fundraising page, we created an easy interactive game website, fully optimized for sharing on social media.
The website shows polar bears and their virtual habitat – ice – surrounded by the sea. Each click on the blue sea area turns water into ice. Bears get more ice to live on and the newly created floe gets the name of the visitor. The website generates a sharing link for social media accounts: Facebook, Twitter, VK.com. The basis of the game is the well-known Pay-With-A-Tweet concept. The viral growth formula is simple: the more people visit the site and share it with their friend lists, the more people donate there by “buying” a bear to live on ice. Donations support coastal monitoring, anti-poaching activities, environmental projects in the Arctic region and increase the survival chances of polar bears.
