After a very long hiatus, it’s nice to return and see some fantastic ads coming out.

We’ve all been very aware of the visual concept of ice shrinking beneath polar bears—in fact, it’s been done so much, many of us are probably beginning to show signs of immunity to the imagery (which, while sad, is how our brains work).

The issue is still very real.

The WWF and BBDO have launched the interactive website allforbear.com, which features a game “fully-optimized for sharing on social media”. The concept is very simple. For each “click”, water is turned to ice—giving the bear something to stand on. Each click holds a very real value in the real world: with every share, money is donated and awareness is raised. According to the WWF, donations support coastal monitoring, anti-poaching activities, and Arctic environmental projects.

A standing ovation for DDB, very well done!