Coca-Cola Arctic Home

Unfortunately, the Arctic sea ice is melting at an unprecedented rate and the loss of habitat has become the polar bear’s greatest threat. Together with World Wildlife Fund and Coca-Cola, I helped create the Arctic Home interactive experience to fund an international refuge high in the Arctic.

Today, the campaign continues with interactive installations including Augmented Reality and has raised millions to conserve this Arctic habitat.

The launch

Working together with WWF’s leading polar bear experts and our UX team, I helped create an interactive experience that invited users to venture out onto the virtual ice at www. ArcticHome.com and explore one of the most extreme environments on the planet. There, they could donate to the project, track actual polar bears in real time, connect with friends and learn more about the Arctic’s wildlife.

The videos

I wrote and voice directed over 60 captivating videos using awe-inspiring footage captured for the IMAX film, Into the Arctic. The bite-size films were hidden throughout the virtual haven along with striking photos, shareable infographics and coveted Arctic Home points that could be used for limited-edition merchandise.

The first polar bear can

To raise awareness of the real-life refuge, Coca-Cola rolled out new cans and bottles donning both the timeless, classic red and–for the first time ever–a strikingly entrancing white. The unique packaging–which generated as much excitement as the campaign itself–proudly showcased an elegant tableau of a mama polar bear leading her endearing cub. Each bottle or can also featured a code that unlocked points and prizes on the site.

The virtual experience

Virtual explorers had the opportunity to meet 5 real-life polar bears and follow them on their journey through the Arctic via the satellite collars the World Wildlife Fund uses to maintain their health and safety. This immersive experience beckoned visitors to return time and again, forging a heartwarming connection with their favorite polar bear companions. With each visit, shareable content awaited discovery, inspiring a drive to continuing exploring and support the refuge's cause.

The social media presence

As a living, growing drive for awareness and donations, social media played a huge part in telling this story and creating buzz. I created and helped plan the media strategy for Twitter, Facebook and YouTube pushes.