WWF, working with technology partner Digital Spring, wanted to launch a SIM card into the lucrative pay-as-you-go telecoms market to generate funds for WWF conservation work. Research showed the SIM market was very numbers led, so providing a great opportunity to develop a brand with personality and an emotionally engaging proposition.
Every conversation helps conservation
Research showed animal photographs were less engaging than illustrations that took on personality (think Disney). Reframing the SIM package from cold numbers to cute helped offer the consumer the ability to make a real difference.
After my previous experience of working with animated characters for Total Greek Yoghurt I was chosen to design sound for the campaign and record voiceovers.