WWF acting focus in Brazil is the preservation of animal species which run the risk of extinction. What the company wanted us to do was to develop a campaign in order to obtain new contributors to affiliate with the entity together with great companies to get their employees’ affiliation with the entity.

Brazilian official currency has in each of its bills the image of an animal threatened with extinction. Our idea was very simple, but it could, nonetheless, lucidly express the concept we created.We sent direct mails with bills inside which seemed to be real to our target contributors. When they tried to seperate the bill from the piece, the bill would get spoiled leaving the “animal” stuck to the piece and the bill with a hole and, consequently, worthless in the person’s hand. "If we don't preserve nature, everything loses its value".

50 companies were contacted8 companies took part in the Action33.510 prospects were contacted1422 new affiliates with WWF-Brazil