Bears get killed since times immemorial. Now a new means of commercial exploitation appears in modern days: the copyright trophy. Brands use bears’ image for profit without giving anything back.

Today, bears are almost extinct in reality but still extensively abused as marketing trinkets by local and international brands spanning from beer to high fashion apparel. Millions of USD are being made in - literally - the name of the bear while shelters struggle with little to no funds, unable to preserve and protect their rights and, ultimately, their life.

Agent Green, a tireless environmental organization in charge with the preservation of bears in probably the last standing pristine wildlife area in Europe, wants to settle this once and for all and do justice to the bear by claiming rightful retribution from those who owe them, and use the money to build a wildlife sanctuary.

This is how Bear Right came to be: a tax for copyright paid by companies who use the bears’ image in their commercial communication. For good.

In this endeavour we found an advocate in Charlie Ottley, a famous wildlife journalist, videographer and passionate Transylvanian by adoption. Charlie gave bears a voice and helped them reach out to selected brands with public subpoenas in the form of targeted videos launched in social media.

We chose to address such brands as Moschino, Ursus, Pombar, Toblerone, Coccolino, Tedi, Haribo, by trolling them with targeted video content spread in social media while tagging their respective Instagram and Facebook assets.

An open invitation was up for grabs in each video, one simple click landing them directly on our client’s donation page.

We aired 1 personalised video for each targeted brand trolling the specific company into paying the bear right tax, 9 in total. The videos went viral and put public pressure on the respective brands through their communities.

Target outcome: achieved response in community reactiveness due to peer pressure leading to brands' reaction/involvement. The brands were mutually benefitting from their involvement

Fudraising the ammount of cca 700k Euros from local and international brands as well as local authorities.

1,384,759 – overall potential UGC reach IG

• 69,237 - UGC organic campaign engagements

• 956 owned content shares from SM users

• 5% engagement rate

• Campaign total reach (TV+online+print+social) 4.5 M users