WWF and Leo Burnett gave 80 kids a brief asking them to create the new campaign for WWF.

The campaign started in a small way with a small amount of efforts, but soon it gained the attention of all the media.

The kids understood very well the lesson told by WWF. Magazines talked about the operation. Blogs, website and lots of tweets started a conversation. The two major news channel talked about the project. The WWF awareness had a huge increase.