Protecting 20 million acres of the Arctic Refuge raises a tough question: how do you get young people to care about a place they may never see? The solution was to bring the Arctic to them.

Partnering with DoSomething Strategic, Kickdrum Strategy, and Future Colossal, we built a 4D pop-up that dropped audiences into the sights and sounds of the Refuge. The experience traveled to Brooklyn, Washington, D.C., and San Francisco, giving thousands a visceral look at what’s at stake as Big Oil threatens new drilling.

The journey ended in an activation zone where outrage became action. Guests joined the satirical NO WAAY CORP (Nation’s Outraged Wilderness Advocates Assemble Against hYpocrisy), called oil CEOs, signed petitions, spoke out on a live social wall, and spread the message through a photo booth designed for sharing.

The results were powerful: nearly 10,000 attendees, more than 12,000 direct actions, and 23 million impressions—turning a distant environmental issue into an immediate cause.