Sky & WWF Ocean Heroes

We often hear about our oceans and their importance in sustaining countless forms of life, but what tends to be overlooked is the key role of a healthy marine ecosystem in the fight against our ongoing climate crisis. To raise awareness for the UK seas, WWF and Sky teamed up to launch an extensive campaign. The Enlive team supported their initiative with the development of an Instagram AR experience.

While it was central that the AR effect acts as a means of generating highly-shareable Instagram content, the community should also get the chance to actively engage with the broader topic. The vibrant campaign imagery was perfectly suited for a “randomizer effect”, in which different options are shuffled before revealing a random pick. Similar to getting lucky at a slot machine, this popular camera interaction creates positive tension and a reward. As a result, the heightened state of attention allows for a more effective delivery of information, while inviting users to replay the experience. Paired with immersive visual elements, this mechanism was tailored around showcasing several UK sea dwellers with a brief fact, creating relevant context to the cause.

Transforming these key components into an integral piece of a large initiative not only demonstrates the value of micro-interactions, but helped the campaign to generate a total of 27.8 million impressions and recruit 270,000 Ocean Heroes.