THE CHALLENGE
World Wildlife Fund needed a campaign that actually resonated with Gen Z. No greenwashing, no doom spirals. This generation has grown up watching the planet burn and the messaging around it flop. They’re exhausted by apathy and alarmism alike. The brief was clear: ditch the guilt trips and give them something real, weird, and empowering.
THE SOLUTION
We created a campaign that embraces the absurdity of now. Surreal visuals. Dry, deadpan copy. An astronaut in a meadow. It taps into that quiet dread and the unshakable urge to do something. Every video ends with a simple call to action: scan the code, take a step. The campaign speaks to Gen Z’s reality: strange, burned out, but still willing to act.
MY PART
As Creative Director and Strategist, here’s what I did:
✔ Led concept development and campaign narrative
✔ Wrote scripts and headlines that feel self-aware but never condescending
✔ Directed creative execution across social, video, and print touchpoints
✔ Ensured the campaign tone matched Gen Z’s reality, not some idealized version of it
✔ Designed each visual to feel cinematic and share-worthy, not preachy
THE RESULT
The campaign ditched the fear tactics and earned attention. People watched, shared, and scanned. More importantly, they showed up. Engagement metrics beat WWF’s previous Gen Z campaigns, and the QR code scans translated into actual action: donations, volunteer sign-ups, and social shares that reached beyond the usual eco-conscious crowd. The surreal, self-aware tone cut through the noise and gave Gen Z something they rarely get from climate campaigns: a reason to engage that doesn’t make them feel manipulated or hopeless.
The pre-roll ads drove a notable spike in engagement, leading to a 25% increase in site visits to WWF’s Action Center. From there, over 1.5K people took action—whether through donations, event sign-ups, volunteer commitments, or petition signatures. By striking the right balance between urgency and optimism, the campaign turned passive viewers into active participants.
