The visually-driven, poetic journey of What I Love allowed a user to see how carbon pollution is affecting all the things they care about.
What I love allowed users to pick from 300 different personal passions, like traveling, loving up on dogs, playing tennis, skiing and drinking wine. Once a user selected 8 subjects, a canvas was created to show them what they cared most about .
What I love came from an insight that people only protect what they care about. Inherently you love the things you identify with. With the launch of this digital experience, The Climate Reality Project saw an 18% bump in their membership.
Campaign Creation & Execution
The Climate Reality Project