THE CHALLENGE:
World Wildlife Fund needed a Gen Z-targeted campaign that cut through digital noise, captured attention in seconds, and inspired real action. The message had to feel urgent but not alarmist, hopeful but not naive—acknowledging the current state of the world while rallying young people to care and take action.
THE SOLUTION:
“Things Are Getting Weird” The spots lean into surreal, visually striking storytelling to mirror the strange, unsettling state of the planet while flipping it into a call to action. The tone is direct, self-aware, and just offbeat enough to make Gen Z stop scrolling and actually listen. The campaign reassures: yes, things are weird, but the future is still in our hands.
MY PART:
I led creative direction, strategy, and copywriting crafting a message that balances urgency with optimism. From concept to script to execution, I ensured the campaign spoke Gen Z’s language, making environmental action feel less like a burden and more like a movement they’d want to be part of.
THE RESULT:
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.
