The app in China encourages users to share 'before and after' pictures on their WeChat Moments feed and Sina Weibo microblogs, as well as send their signatures to the WWF website to pledge their sentiment against air pollution.
All the signed names, tinted in blue, will combine together to virtually 'clear' a grey sky on the website's landing page and inspire a 'blue movement' for cleaner air.
Li’s signature in blue will appear on screen as a call-for-action gesture to get shoppers and passersby to add their own names to the WWF website via iPads on-site. Then a mosaic of their blue autographs will collect across TV screens on-site to transform grey skies depicted in photos to blue.
[email protected] Shanghai pitched in to engage influencers in business, athletics, health, literature, lifestyle and the arts to help spread the message on Sina Weibo and WeChat. The agency will also create custom content for these WWF China influencers to share across their social networks.
Doug Schiff, executive creative director of OgilvyOne China, said many consumers in China feel only the government can improve worsening air conditions, but the WWF wanted individuals to step up as well, and this app heads in that direction.
As China’s smartphone market reaches a 90 per cent penetration rate this year, an innovative and meaningful mobile app can make a big difference, according to Dan Wang, brand manager of WWF China.
Born in 2009, the yearly Earth Hour event has broadened in its messaging, with the struggle against air pollution being a key focus this year.
Client: WWF China
Project title: Blue Sky app
Brief: To create an app that builds public awareness in environmental issues and empowers citizens to turn our gray sky blue.
Creative agency: OgilvyOne Beijing
Chief Creative Officer: Graham Fink
Executive Creative Director: Doug Schiff
Creative Director: Fei Wang
Art Directors: Jason Wee, Fei Wang, Shumei Tay
Copywriters: Doug Schiff, Yimeng Bai, Sam Sun
Agency Producers: Eric Wu, Rita Yang
Technologist: Eric Wu
Account: Yuwei Chang
Project title: Earth Hour social media engagement
Creative agency: [email protected], Shanghai
Social Planning: Daniela Badalan, Cheng Chen
Copywriter: Nana Yu
Design: Frank Chen