There are only 25,000 polar bears in the Arctic region, and ice – home to the polar bears – is rapidly melting away. Only ⅓of 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, BBDO Moscow created an easy interactive game website http://allforbear.com, 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.
Digital advertisement created by BBDO, Russia for WWF, within the category: Public Interest, NGO.
Creative director: Megvelidze Nikolay
Copywriters: Tkachenko Michael, Shinyaev Evgeny
Client service director: Gyvakova Ekaterina
Group account director: Obukhova Vladlena
Senior account managers: Chistova Ekaterina, Urnova Maria
Developers: 2Nova Interactive
Digital producer: Elena Pygovkina
Account manager: Yuliya Trifonova
Art director: Oleg Medvedev
Illustrator: Oleg Vorontsov
Developers: Ivan Nikitin, Nikita Zulyaev, Sergey Moiseev, Alexey Romanenko, Yuliya Shapovalova