Create a micro-site that kids would enjoy going to-and even tell their friends about-but would also introduce these pre-teens to some fundamentals about the environment.

The idea of answering questions and getting some credit for those right answers was the key to making it work. That and, of course, having some good villains, and in that category the three monsters pulled their weight.But, as kids these days are so incredibly savvy, we knew the design had to be really exciting and the more real the better. So 3D was the way to go. In addition, we felt it was very important to get them engaged from the beginning, so we put big efforts into the intro.

The client has been so enthusiastic about the response that Canon has decided to take the site across the entire Asia Pacific region.