Interactive Annual 20:
I wish I could spend the rest of the day with this
app. Great across the board.
From interface design to motion, this is a
beautifully crafted app that allows you to explore information about
endangered species and goes far beyond standard editorial
By sharing the lives and stories of the
worlds most amazing animals in a way World Wildlife Fund
supporters had never seen before, AKQA enabled the community to get
closer to WWFs work and the animals they are helping to protect.
The WWF Together tablet app initially launched with eight animal
portraits (with additional species added regularly), the stories of
which are presented through an aesthetic metaphor of origami, each with
its own unique interactive experience.
- • A news feed feature allows app users to stay
current with the latest wildlife and conservation headlines.
- • The iPads location-based services give users the
chance to spin an interactive, 3-D globe and discover how far away they
are from over 60 different species around the world.
- • With more than one million downloads in over 150 countries,
consumers have spent an equivalent of over 31 years of total time within
Comments by Elizabeth Bieber:
was creating an app that was engaging and educational for all ages. We
needed to strike a balance of being playful, but still serious. The
photography, design and tone kept a certain sophistication, but the
interactive facts allowed for light-heartedness (comparing a newborn
panda to a stick of butter, or seeing in tiger vision using
the iPads camera).
Once the origami concept was
solidified, we discovered that most patterns are proprietary. After
extensive research, we worked with origami artists to create original
patterns. The motion graphics team at AKQA created all of the origami in
the app, requiring hours of paper-folding to achieve the end
to us wanting to help supporters get closer to their mission and work,
so the targeting was two-fold: first, we wanted to establish a deeper
level of engagement with existing WWF members and second, there was a
need to create awareness within a new generation of supporters.
There was a 25 percent tablet penetration rate for U.S.
adults when the project begana rate that has since grown
dramatically. We saw this as an opportunity to shape a new conversation
about some of the biggest challenges on the planet through a
tablet-based experience. Taking the lean-back consumption behaviors
associated with tablets into consideration, we wanted to change how
people learn about conservation. We decided to push the possibilities of
nontraditional storytelling and present some of the most captivating
facts about these species in an exploratory way.
Liu/Michael Powell, creative directors
Brendan DiBona, executive
Scott Cullum, interactive technical director
Morten Koldby, Morten Koldby Photography, photographer
Chien/Andy Haynes, motion graphics
Sarah Cheffy, producer
Erin Chandler, project manager
Copilot Music + Sound, music
AKQA (Washington, DC), project design and development
World Wildlife Fund, client