The Situation:
Our team was tasked with coming up with a campaign that helped reverse WWF’s diminishing brand awareness and relevance among younger generations.
The Insight:
Conservation enthusiasts are not just aware of environmental issues—they seek actionable solutions and ways to personally contribute to solving them.
The Strategy:
We would execute a campaign that boosts brand awareness through the fight to save tigers. To target younger generations, experiential events and out of home ads would use devastating statistics that elicit strong emotions and motivate them to take action with the WWF.
The Campaign:
Save the Stripes
As humanity grows, tigers suffer. Their numbers plummet, habitats vanish, and poachers thrive. By 2070, climate change could erase them entirely. Urbanization has pushed them to the brink—it's our responsibility to act now. Their survival is our choice.
Temporary Logo Change
To launch the campaign, the WWF would change their logo to feature a tiger for a limited time instead of the typical WWF icon, the panda.
Experiential:
“Tiger Takeover” Museum Partnerships
A series of partnerships with museums in major cities where the entire venue is taken over by a tiger themed exhibit that revolves around a single startling fact about the current plight of tigers.
Lone Tiger
About 5,574 tigers remain in the wild and this activation demonstrates the diminishing tiger population in the wild by taking over a popular museum and showing a single tiger in the entire vast exhibit. Every other exhibit would feature facts about how visitors can help save tigers.
Poachers Paradise
A minimum estimate of 3,377 tigers have been confiscated from illegal trade between January 2000 and June 2022. This activation would center around the threat of poaching the already endangered tiger population faces. Each exhibit would feature tigers in packed into cages and educate visitors on the conditions poachers force tigers to face.
OOH:
“We don't own the planet Earth, we belong to it. And we must share it with our wildlife.”
— Steve Irwin