What The Green Hydrogen
Empowering Gen Z to join the fight against oil and gas.
Enlisting a scientist the world couldn’t ignore in the fight to demystify Green Hydrogen as the new way to power our lives.
Skillset: UX lead, experience design, human-centred design, content strategy, UX writing, workshop facilitation
The project at a glance.
For 60 years, climate scientists have told the world we need to ditch oil and gas. For the most part people ‘get’ the need to change, they understand why it’s important but the key challenge is what on Earth are we going to replace it with? Fortescue Future Industries. a global green energy company has the solution - Green Hydrogen. But, as a relatively new and exploratory space it’s easy for this solution to feel complicated, far off and improbable. Making it easy to dismiss it as a viable alternative meaning big oil and gas can continue to strip Earth of its’ resources. Add to this inter-generational fighting on what’s the right path forward Green Hydrogen and other renewables can quickly become a topic that’s off limits around the dinner table.
The solution, in a bit more detail.
There were two key elements of the campaign:
Global launch with Wormageddon - Fans of Rick & Morty were invited on an in-real-life alien worm hunt and given the power of Green Hydrogen for battle
Instructed to visit WhatTheGreenHydrogen to explore Green Hyrodgen’s potential and continue the fight against big oil and gas
The website was designed mobile-first for the Gen Z target audience and focused on housing snackable-fast-fact checked content mirroring familiar social scroll patterns of browsing content. The infinite scroll pattern inspired from social browsing was also a way for the site to remain flexible during the initial launch, making it easy to continually upload content as more was created. The UI elements drew rounded, bubbly shapes drawn from the act of splitting atoms to obtain hydrogen.
