THINGS ARE GETTING WEIRD
A campaign platform for World Wildlife Fund
INDEPENDENT CAMPAIGN CONCEPT
Self-initiated concept inspired by World Wildlife Fund. Not commissioned by or affiliated with WWF.
THE PROBLEM
Climate change has become familiar enough to tune out.
It’s enormous, complicated, and constantly discussed — especially for a generation that has grown up hearing that the planet is in crisis.
Traditional climate messaging can start to blur together. The challenge is making the issue feel immediate, strange, and impossible to ignore again.
THE CAMPAIGN IDEA
When the climate changes, normal gets weird.
Animals appear where they shouldn’t. Landscapes behave strangely. Seasons collide. Familiar environments become unfamiliar.
Rather than explain climate change through another statistic, Things Are Getting Weird turns disruption itself into the creative platform.
Surrealism, distorted scale, unexpected environments, and deadpan messaging make climate change feel visibly wrong — strange enough to earn attention before asking audiences to act.
THE OPPORTUNITY
A modular campaign platform designed to scale across film, pre-roll, social, OOH, digital, experiential, and future climate stories.
The system is built around one simple creative rule:
Make the familiar feel unfamiliar.
Sharks where sharks shouldn’t be. Wildlife at impossible scale. Seasons colliding. Landscapes behaving strangely.
Each execution can get weird in a different way while remaining unmistakably part of the same campaign world.
THE AUDIENCE
Created for climate-aware but climate-fatigued 18–27-year-olds who have learned to tune out conventional climate messaging.
Instead of leading with guilt or another alarming statistic, the campaign uses curiosity, absurdity, and unease to interrupt that fatigue and pull people back into the issue.
THE CAMPAIGN SYSTEM
A flexible visual and messaging framework that can expand across:
✔ Film + pre-roll
✔ Social content
✔ OOH
✔ Digital campaigns
✔ Experiential
✔ Species-specific stories
✔ Location-specific climate stories
✔ Fundraising and action-driving extensions
The campaign remains recognizable through bold typography, surreal imagery, simple messaging, and one central idea:
When the climate changes, normal gets weird.
TURN CURIOSITY INTO ACTION
The strange gets the attention.
WWF gives that attention somewhere to go.
Each execution can lead audiences toward a clear next step: learn, donate, volunteer, sign, participate, or show up.
Because when the climate changes, normal gets weird.
