Creativity

WWF Targets Families Who Are 'In Danger of Extinction'

Campaign Encouraged People to Find Out How Rare Their Last Name Was

Published on May 20, 2015

Editor's Pick

To highlight the plight of wild tigers, WWF Belgium launched a campaign in which it piqued people's interest by inviting to find out whether their own last name was also on the verge of "extinction." The brand launched an online platform where people could type in their last name and find out how many others in Belgium shared it. At the same time, they were invited to donate and adopt a tiger. The campaign also saw celebrities with uncommon names contact other families, as well as wearing WWF t-shirts stating how rare they are. The families with the rarest names received a personalized letter from WWF.

The agency, Famous Brussels, claims that after two weeks of the campaign, WWF Belgium had received more online donations than it normally receives annually.

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About

Credits

Date
May 20, 2015
Agency:
Famous Brussels
Client:
WWF Belgium
Digital Creative Director:
Laurent Dochy
Associate Creative Director:
Iwein Vandevyver
Creative:
Diederik Jeangout
Creative:
Pieter Claeys
Design:
Laurens Groven
Design:
Davy Dooms
Development:
Thomas Mattheussen
Development:
Stijn Huyberechts
Webmaster:
Benjamin Van Maldergem
Data Analyst:
Arnout Everaert

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