The challenge was to make WWF Russia trendy and cool brand for the young audience. Our strategy was to use an existing trend among young people – tattoo culture.

It could help us become a part of different lifestyle and trendy communities, to raise buzz in social networks among our audience.

We created the project along with best tattoo artists around the world – they create unique tattoo sketches based on photos of rare animals, so young people have a chance to make it for themselves.

Idea: 

With the Wildtattoo idea we asked the best tattoo artist from around the globe to create unique sketches with WWF animals that are on the verge of extinction. So the young could not just make an impressive tattoo, but also make it count. The number of sketches was the same as the number of animals at risk.  And it was not that easy to get one. 

Implementation: 

We created a website where everyone could book a tattoo and provide their contact information.  Share the sketch on the social network, make a donation to WWF or just be patient and wait for the tattoo artist to choose him. Only few got lucky.

Results: 

$0 media budget 

More than 100 of free media publications

80 000 000 of media impressions

$500 000 media value