The WWF deforested football field

I am big into charities using digital technology in innovative ways as it feels a little less dirty than when Coke or someone else is doing it. This is quite  simple idea (the best generally are) brilliantly executed.

To highlight that the equivalent of a football field of forest is clear-cut every 4 minutes in Brazil WWF joined forces with my friends at Grey Brasil digitally “hijacked” an international match of the Brazilian Women’s National team, executing a progressive visual transformation of the pitch from green to brown, and paying off the message at the end of the game with an explanation of the take-over and the link back to the WWF website.

The visits to the WWF website increased by 73% after the game, and even if the case-study video doesn’t mention it, I’m sure the social media effect has also been quite impressive

Really like this