Brand Experience and Activation > Use of Promo & Activation
BBDO GERMANY, Dusseldorf / WORLD WILDLIFE FUND (WWF) / 2013
Awards:
Overview
Credits
ClientBriefOrObjective
The brief was to create a relevant and never-before-seen action that raises awareness for the WWF rainforest projects on the occasion of the 50th anniversary of the WWF.
The problem of rainforest deforestation is a well-known topic in our society. That’s why the main objective was to generate new interest for a mainly low interest topic. To involve former donors and potentially new ones, The Ant Rally came up with a totally new translation of an oftentimes-translated problem.
Implementation
The Ant Rally is the first action against rainforest deforestation that gives a voice to the creatures that experience the destruction first hand. Their direct protest is what makes The Ant Rally new and unique. And what raises response for the project.
Outcome
Within 5 days, The Ant Rally had a lot of news coverage in local newspapers, online platforms, TV- and radio shows and generated over a million contacts.
Relevancy
The strength in this idea is the usage of naturally given conditions and turning them into something never-before-seen and unique. And being 100% relevant at the same time: Ants are highly threatened by deforestation and therefore the perfect way to raise attention for this topic. By putting the animal in the centre of attention, The Ant Rally is a most appropriate action for the brand WWF.
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