Exercise 2 : Ideation Muhammad Umar 0138159

1. CONCEPT IDEATION

Booth 

Concept Name:

The Eco Guardian Zone

Concept Inspiration:

Inspired by the growing popularity of superhero films and the idea that "anyone can be a hero," this concept transforms every visitor into a Guardian of Nature. The campaign also draws creative influence from WWF-Malaysia’s successful youth engagement projects like Earth Hour and Charms for Change.

Reason for Choosing This Concept:

WWF-Malaysia is not just about conservation—it’s about empowering individuals to act. This concept mirrors their ideology by making youth feel directly involved as protectors of the planet. The emotional power of being called a “guardian” inspires action.

Concept Impact:

This concept strengthens WWF-Malaysia’s public connection by engaging young audiences through fun, emotional, and interactive ways. It simplifies the message of biodiversity protection and makes it part of the identity of every visitor.


2. PRODUCT INNOVATION

✅ Product 1: Adopt-a-Tree Kit



Mindmap:


Why I chose this product:

I chose the Adopt-a-Tree Kit because it transforms visitors into active contributors to nature. Planting a tree is a direct, symbolic act of care. It’s also an educational gift that continues growing even after the event, leaving long-term impact.


How it supports the concept and WWF’s goals:

The kit includes a biodegradable pot, seed, soil, and a QR code linked to WWF’s reforestation tracker. This turns every user into a hands-on eco-participant. It teaches environmental responsibility in a simple and engaging way — perfectly aligned with WWF's SDG goals (Life on Land, Climate Action) and the Eco Guardian Zone’s concept of empowering youth to protect nature.


✅ Product 2: ECO BOND Wristband




Mindmap:

Why I chose this product:

I selected the EcoBond Wristband because of its high emotional appeal and ability to connect with youth identity. Just like superhero bands, this wristband makes wearers feel like real-life Guardians of Nature. It is simple, low-cost, and easy to distribute — ideal for university students.


How it supports the concept and WWF’s goals:

The wristband symbolizes personal commitment. The built-in QR code links to digital pledges and WWF eco-facts, making the experience interactive and educational. It supports behavior change by promoting daily eco-actions, aligning with WWF’s mission to inspire individuals and reduce environmental impact. Its design — animal-themed (like tiger or orangutan) — connects users to endangered species and WWF's wildlife campaigns.

3. COMBINATIONAL CREATIVITY

5. Logo 


6. PERSONAL REFLECTION

Developing this ideation for WWF-Malaysia was more than a creative task—it was a transformation in how I view conservation. Initially, I assumed NGOs just promoted awareness, but through deep research and the Kipling-based exploration, I discovered WWF’s innovative approaches like fintech integration, youth-focused campaigns, and cultural alignment.


One challenge I faced was selecting a booth concept that’s both creative and realistic. I wanted something engaging yet easy to explain and execute. By choosing “The Eco Guardian Zone,” I could apply emotional value and blend it with strong environmental symbolism.


I learned how strategy, timing, culture, and youth identity all play major roles in campaign success. Sketching and mapping out ideas helped organize my thoughts better. This exercise boosted my ability to link products to cause, and strengthened my visual, planning, and storytelling skills.


Most of all, I feel confident that this idea can stand out in a real-world campaign or awareness booth. It’s actionable, relatable, and proudly rooted in what WWF-Malaysia truly stands for.


7. REFERENCES 

Devex. (n.d.). World Wide Fund for Nature Malaysia (WWF-Malaysia). Retrieved from https://www.devex.com/organizations/world-wide-fund-for-nature-malaysia-wwf-malaysia-135353


Kaur, M. (2025, March 3). Hear the roar: Perak launches tiger protection, eco-tourism campaign. The Star. https://www.thestar.com.my/news/nation/2025/03/03/hear-the-roar-perak-launches-tiger-protection-eco-tourism-campaign


Touch ’n Go. (2025, March 26). Touch ’n Go and WWF-Malaysia unite to launch “Charms for Change.” Retrieved from https://www.touchngo.com.my/news/touch-n-go-and-wwf-malaysia-unite-to-launch-charms-for-change-raising-awareness-to-protect-malaysia-s-endangered-wildlife


WWF-Malaysia. (n.d.-a). Conservation Timeline. Retrieved from https://www.wwf.org.my/about_wwf/conservation_timeline_


WWF-Malaysia. (2025, March 26). Press Release – Charms for Change. Retrieved from https://www.wwf.org.my/?33585/Press-Release---Touch-n-Go--WWF-Malaysia-Launch-Charms-for-Change


WWF-Malaysia. (2024, March 25). Earth Hour 2024. Retrieved from https://www.wwf.org.my/?32505/Earth-Hour-2024


WWF-Malaysia. (2017, April 22). Celebrating 45 years of conservation. Retrieved from https://www.wwf.org.my/?23685/Celebra

ting-45-Years-of-Conservation-Actions


WWF-Malaysia. (n.d.-b). Homepage content. Retrieved from https://www.wwf.org.my/












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