BBDO Moscow has launched a digital project that is dedicated to the preservation of polar bears. Aiming to involve as many users as possible, it’s an interactive online game that draws public attention to the problem.
The problem is that there are only 25,000 polar bears in the Arctic region, and ice, home to the polar bears, is rapidly melting away. Only one third of the population may survive by 2050. Climate change, poaching and pollution in the Arctic only adds to endangering the future of the polar bear.
To draw media attention to the problem and increase traffic flow to the fundraising page, BBDO Moscow have created an easy interactive game website
, fully optimized for sharing on social media.
The website shows polar bears and their virtual habitat – ice – surrounded by the sea. Each click on the blue sea area turns water into ice. Bears get more ice to live on and the newly created iceberg is named after the visitor. The website generates a sharing link for social media accounts. The basis of the game is the well-known Pay-With-A-Tweet concept. The viral growth formula is simple: the more people visit the site and share it with their friend lists, the more people donate there by ‘buying’ a bear to live on the ice. Donations support coastal monitoring, anti-poaching activities, environmental projects in the Arctic region and increase the survival chances of polar bears.
Anastasia Lykina, Victor Nikiforov, Alexander Evgrafov, Maria Vinokurova
creative director Megvelidze Nikolay
copywriter Shinyaev Evgeny
copywriter Tkachenko Michael
client service director Gyvakova Ekaterina
group account director Obukhova Vladlena
senior account manager Urnova Maria
senior account manager Chistova Ekaterina
Developers - 2Nova Interactive:
Digital producer: Elena Pygovkina
Account manager: Yuliya Trifonova
Art-director: Oleg Medvedev
Illustrator: Oleg Vorontsov
Developers: Ivan Nikitin, Nikita Zulyaev, Sergey Moiseev, Alexey Romanenko, Yuliya Shapovalova