Jenny Chan 陳詠欣
Mar 27, 2014

'Wipe away' air pollution with World Wildlife Fund’s 'Blue Sky' app

BEIJING - WWF has launched an app ahead of Earth Hour on 29 March that allows users to turn photos of polluted grey skies into clear blue ones with a simple finger wipe.

'Wipe away' air pollution with World Wildlife Fund’s 'Blue Sky' app

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.

The digital ‘blue Sky’ (蓝天自造) campaign culminates in a live event on the night of Earth Hour with Chinese film celebrity turned WWF global ambassador Li Bingbing at 8:00 pm. People will gather at a popular Beijing shopping destination, The Place, with the largest outdoor screen in in the city.

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.


CREDITS

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

Related Articles

Just Published

3 hours ago

Let your cricket do the talking; brand associations ...

Jacob's Creek recently announced the former Australian cricketer as brand ambassador. We caught up with him to learn more about how he approaches deals with brands, uses social media, and more...

4 hours ago

'More than a cyclical recovery': WPP Q3 growth ...

Share price rises close to its highest level since pandemic.

11 hours ago

Creative Minds: Ariel Chen takes the 'road of no ...

We get to know the group creative director at BBDO Shanghai through her answers to 11 questions. Learn about how she got into advertising, why she ascribes to the 'Underachiever's Manifesto', and the secret talent that helps her stay happy.

11 hours ago

LG Signature takes inspiration from Sydney Dance ...

INSPIRATION STATION: Who wouldn't be awed by these amazing photos of dancers in action? LG's new pact not only supports the company but gives select customers the chance to learn from the best.