The WWF asked us to pitch to help them get people to lobby for a stronger climate change bill.

None of us want to be up to our necks in water 40 years from now, and we all want to do our bit, so we said yes.

But when we looked at the brief we realised that this is an incredibly complex issue. The climate change bill already feels like it's asking for quite a lot. Reducing emissions by 60% sounds pretty impressive to most people. So asking them to do even more and reduce it by 80% sounds almost impossible.

Buried in the bill are a couple of much more fundamental, and media friendly, angles that we felt we could use for the campaign. Namely that aviation and shipping are excluded from the bill. These are two contributors to climate change that are massively important and growing rapidly.

The basis of the campaign was getting people to sign up to support a stronger bill - which required people signing up online. We knew that just doing something that only existed online wouldn't give WWF the visibility or lobbying power that they were trying to achieve.

So we figured why not build a massive paper boat and paper plane (recycled of course). And everyone who signs up can get their name on the boat and plane. This would create a big media opportunity and make the story much bigger than simply an online one.

It worked.