At a time when it's hard to know where to start when faced with such a vast range of environmental actions, WWF France's challenge was to make its actions to preserve endangered species and spaces more tangible, and to explain the concept of umbrella species in order to raise funds to protect them.

WWF France also wanted to use this opportunity to broaden its database

by recruiting new supporters.

The target audience for this corporate campaign, to mark the association's 50th anniversary, was families with children aged 6 to 15.

To popularize the concept and make it understandable to adults and children alike, we used the principle of nesting dolls.

A powerful image that enabled us to embody the concept in an educational way and raise funds.

When we took the brief and started talking about umbrella species, we were all a bit confused. We were all wondering: "What in the world is an umbrella species?

Once we had understood the concept, we decided that there was no better embodiment than nesting dolls to represent chain protection. You'd never know how much an umbrella species can protect, just as you'd never know how much a nesting doll can shelter. A powerful, cross-generational image that quickly became an integral part of our creative thinking.

The 4 families of umbrella dolls were created by 4 illustrators with very different graphic styles and were featured in the virtual gallery of umbrella species specially created for the occasion, as well as in Social Media with CGI and Influence, on billboards all over France and as real dolls which are now on the market.

Following a study carried out by WWF France in 2022, the association identified the need to refocus its actions and concentrate on its founding mission, the protection of endangered species and spaces, and more specifically the protection of umbrella species.

The problem? The concept of umbrella species is a scientific one, complicated to grasp and unheard of by the general public.

Our challenge? To express the notion of umbrella species in simple terms, and make its virtuous effect on biodiversity tangible, so as to encourage donations.

Our strategy? The embodiment of nesting dolls to represent the protection chain of umbrella species, a visual concept easily grasped by families with children.

The 4 families of dolls representing umbrella species were created virtually and in real life.

The starting point for the execution was the illustrations.

We worked hand-in-hand with the illustrators to guide them in their creative thinking, while asking them to keep their uniqueness.

We sent them a flat nesting doll template that they used to create their designs.

Once we received the illustrations, we mapped them onto a 3D doll model.

We then produced 3D renderings of the dolls for all touchpoints (experiential virtual gallery, Social Media, CGI, Influence, Outdoor) and also produced the dolls in real life to bring these designs to life.

Our challenge was to respect the Russian doll universe by creating colorful designs that respected the realistic appearance of the species and spaces in an original, graphic and artistic way.

From 6th December to 31st

• Time spent with brand

Campaign from 6th to 31st of December.

Billboard campaign – from 6th to 13th of December 2023 & from 27th December 2023 to 3rd January 2024.

Average time spent on website – 2 minutes 30.

• Proof of engagement: Number of interactions, downloads or comments

Social Media – 1,3 million reach.

+ 240% commitment.

Website Downloads – 15K.

• Business impact – sales, donations, site traffic

Sales - After two stock-outs, nearly 10,000 families were sold for the festive season.

Donations – 1 119 118€ - +10% versus the same period in 2022.

Site Traffic – 76K visits from December 6 to December 31. Bounce rate of less than 25%.

• Owned & Earned media results

Social Media Owned & Earned Media Interactions – 300K.

Social Media Owned & Earned Media – 67,5M impressions.