A special group of young elephant lovers are losing their own tusks – their teeth.

For them, it doesn't mean dying; it means a shiny pound coin under their pillow.

We teamed up with the Tooth Fairy in a campaign that let children pledge their tooth money to save their favourite animals.

Our children are saving the next generation of elephants.

As part of a campaign that sought to be as innovative and efficient as possible given the charitable nature of the client, we also looked to push the boundaries with the execution.

With our youthful audience in mind, we recognised the need to adopt a charming and educational look and feel. This led to the charming illustrated style.

Technically, we executed this through an innovative combination of animation layered on to recorded footage of a person turning the pages of an old book – a clear association with wise story telling.

All in all, the illustrated narrative combined with the animated book to tell a truly compelling and educational story.

With the limited budget, we aimed to cleverly innovate and invest every penny wisely.

Owned channels such as the CWI YouTube page and website as platforms to host the animation that the printed collateral drove towards. As a result, the website’s traffic grew significantly around the campaign period.

Furthermore, the campaign was picked up by several websites, national radio, other news outlets and blogs, which added a PR dimension to the work.

Above all, in addition to an increase in donations, we spread awareness amongst a new generation to guarantee future supporters and enable CFTW to pursue its vital objectives.