WWWF — “Best Friends”
/ Advertising Campaign
/ Video
/ Social Media
/ Public Relations
/ Photography
We all grew up with what are known as transitional objects, commonly called stuffed animals. Data shows that over 85%* of stuffed animals worldwide are animals. It was from this insight that we developed the awareness campaign for WWF’s debut, a campaign designed to leave no one indifferent and touch people’s hearts.
We tell the story of Rita Sá: who recalls how, as a child, her stuffed animal was there for her when she needed it most and held her when she felt sad and alone. It was her stuffed animal that inspired her to become the nature advocate she is today at this organization. The central message is clear: if “they” were by our side when we needed them most, now it’s our turn to help the more than 800 endangered species around us.
The campaign runs across multiple channels (digital, cinema, TV, press, and outdoor advertising), with the support of several public figures and the participation of the general public.
Join this cause. Find out how you can help at https://www.natureza-portugal.org/
*Source: Survey by OnePoll for Stuffed Animals for Emergencies (2010)
The campaign also had the support of over 20 brands including Delta, Santo Inácio Zoo, JCDecaux, MOP, AMC Entertainment Group, Lift Media, Auchan Group, El Corte Inglés, and Sapo.
As part of the campaign, on World Wildlife Day, we launched a very special debut activation, with 112 stuffed animals set “loose” across the subway system, a partner of the initiative. Commuters could find an Iberian wolf or Iberian lynx stuffed animal. Each one carried a QR code linking to the WWF website. People were invited to share their stories about the importance of their childhood stuffed animals and amplify the campaign’s message.
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