WWF Finprint Game

Objective

WWF aimed to raise consumer awareness about the environmental impact of seafood consumption choices on carbon emissions and climate change. The campaign leveraged gamification to engage European audiences in understanding how individual purchasing decisions of fish species and production methods directly influence the global carbon footprint.

Solution

The WWF Finprint Game was an interactive microsite developed by Austrian agency TUNNEL23, where players navigate through seafood production stages by selecting fish species, fishing methods, and transport options. The game calculates and visualizes real-time CO2 emissions for each choice, providing animated environmental impact representations. Built with HTML5, CSS, jQuery, SVG, and PHP, the experience featured colorful illustrations and parallax effects. Launched on October 30, 2019, it was optimized for mobile and desktop across 11 European countries in 11 languages.

Results

Not published.