For this brief, we were made to select a brand and design 3 transmedia solutions for it. This was to be done through the creation of a campaign that established an emotional connection with the audience while also interacting with them in some way. An existing story that could be linked to the brand's key message was also to be implemented in whatever story was being told in the campaign.
For our campaign, we decided to work with the World Wildlife Foundation and the story we chose was Dr Dolittle. The core message we found that they shared was that they promote empathy and advocate for the safekeeping of animals.
The specific issue that we had decided to campaign for was for the Succulent Karoo. It is considered to be endangered because of things such as illegal animal and plant trade and mining. We chose to specifically focus on the animals. The transmedia solutions selected were, murals, a pop up café and a google game. The murals depicted the beauty of the succulent Karoo and the wildlife and vegetation, the café was intended to be a space where people would go to relax while also being educated on the situation in the karoo.
The Google game would inform players about the situation in the karoo while also giving them a choice as to how they would want the story of the Karoo to end. The campaign was intended to span over 3 months, specifically targeting October because of animal day. The Google game would be released at the beginning of the campaign as a sort of constant.
The café and murals would appear soon after and would act as a physical space to engage with likeminded people. In the café, those who aren't aware already would be informed of the Google game as well. In terms of executions, I was placed in charge of the Google game. Given that Dr Dolittle was the story we found the brand had a link with, it was decided that our protagonist for the game would also be able to speak to animals.
The story for the game goes as follows:
Pule is offered a job by a questionable individual, he takes the offer and finds himself in the Karoo. While there he realises how beautiful the environment is and notices that the land is dying, especially where the company is doing their business. He hears the animals in the surrounding area speak on how their lives have gotten more difficult since the arrival of this mysterious company. Pule cannot stand this injustice and decides that he is going to do something to stop the company.
The demo made displays the intro to the game and how it would start. The game was intended to be choice based so that the player would feel the weight of their actions and see how their choices would impact the overall condition of the Karoo as an environment.
This project is currently in the works. Please be patient and come check this spot later. Whatever ends up here, I'm sure it will have been worth the wait!