2030 — Max Young — Creative Director & Brand Strategist

I'm Max, a Creative Director and Brand Strategist based in Vancouver, BC. I build brands rooted in research and strategy across sports, outdoor and mission-driven organizations. Through strategic insight and bold creative, I help brands connect authentically to their audiences.

APPROACH

CV

POW CanadaGame On, Climate Change

BACK

Protect Our Winters Canada
Game On, Climate Change Campaign
 Concept Development
 Art Direction
 Graphic Design

Done in collaboration with Sid Lee.

THE CHALLENGE

POW Canada needed a way to grow its membership base and turn one-time supporters into engaged, repeat participants, rather than relying on single moments of engagement.

THE INSIGHT

Climate action tends to feel obligatory rather than rewarding, which limits ongoing participation. But POWC's audience is made up entirely of outdoor athletes, a group we've found loves to compete. The opportunity was to tap into that competitive drive and make taking action feel social and rewarding, giving people a reason to keep coming back.

THE APPROACH

The world's first program gamifying climate action let users sign up and take part in actions like trail clean-ups, environmental film nights, and letter-writing campaigns. As users tracked these actions, they earned points redeemable for prizes from POW Canada's brand partners, turning participation into an ongoing relationship with the organization rather than a one-off contribution.

THE RESULT

In the two months after launch, POW Canada saw its membership grow by over 15%, establishing Game On as a durable new engagement and growth channel for the organization beyond its initial launch window.