2012 Winners & Shortlists

The Brief

‘Wildlife’ on Nat Geo Abu Dhabi showcases some of the world’s most iconic animals. Our brief was to create awareness for the variety of animals, many of which we found to be either threatened or endangered. Something we believed was worth sharing and now had two messages to get across. 1 - variety 2 - spread the message of animal conservation

Creative Execution

Coming up with the card game was key to grabbing people's attention and getting them to interact. These games are universal and are played by all ages. They're very popular with the younger audience as well, who we were also targeting because Nat Geo stands for education through entertainment. The Facebook game really gave people the chance to spread the message with their activity. And when people interacted with extinct / endangered animals through augmented reality via their 3D cards, we touched on their conscience to help them see that we must strive to keep seeing our wildlife in the real world, and keep them there where they belong.

Describe the creative solution to the brief/objective.

Since Nat Geo is about education through entertainment, we arrived at Wild Cards. The game where players must win cards from opponents based on higher character values. This showcases the animals and educates people on how we still play a major role for their survival. Wild Cards on Facebook let them spread the message by posting all their updates. From challenges to victories, there was a ‘Rewards Table’ to earn merit cards for their social activity. The more they played, the further they spread the message. To touch on their conscience, five 3D cards let people interact with animals that are now critically endangered or extinct through.augmented reality.

Results

In a teaser phase, individual images of the animals used in the game were posted one by one on the facebook fan page. Collectively, in just two weeks, they received almost 11,000 likes and 1,500 comments. Since the game launched, we have over 3,000 regular players and counting, with the Wild Card app receiving around 350,000 Facebook likes. But the real result was how people spread the message of animal conservation across the world. Proving that there is still great hope for the card that holds all the power - 'Man'.