WWF: "Photoshooting" Direct marketing by Leo Burnett Moscow

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Title: PHOTOSHOOTING
Advertiser/Client: WWF
Product/Service: CHARITY
Entrant Company: LEO BURNETT MOSCOW Moscow, RUSSIA
DM/Advertising Agency: LEO BURNETT MOSCOW Moscow, RUSSIA

Executive Creative Director: Mikhail Kudashkin
Interactive Creative Director: Grigory Sorokin
Art Director: Mikhail Derkach
Designer: Andrey Sergeev
Account Director: Anna Evdokimova
Strategic Planning Director: Katya Basilevskaya
Head of Special Projects: Katya Nazarova
Software Development: Alexander Babaryko
Programmer: Alexander Redinger

Describe the brief from the client:
Exterminated by poachers, the Siberian Tiger is now on the verge of extinction. Even if some people are aware of it, they still don't feel intimately concerned with this problem. WWF decided to change this.
Creative Execution:
This gave them a chance to experience the horror of the massacre in the most direct way: on their own skin, so to say. This came as a surprise - even as a shock.
Describe the creative solution to the brief/objective.
We developed a digital campaign that worked on three levels: DM, ambient and online. A special QR-code T-shirt was designed that enabled the wearer, both when visiting certain prêt-a-porter shops and sitting in front of their computer at home, to experience the horror of the massacre. We began by sending these t-shirts to famous Russian bloggers and also the WWF database, this came with details on how to access the website.
Describe the results in as much detail as possible.
The response was immediate. Hundreds of people interacted with our ambient media, generating a huge buzz in Moscow and triggering maximum press PR coverage.
- 3 000 T-shirts
- over 150 000 posts and publications
- over 30 000 000 people involved on-line
- over 60 000 000 people overall coverage
- on the 23 November at the ST. Petersburg summit protection of the Siberian tiger was listed among top state priority