Product/Service: DEFORESTATION AWARENESS
Date of First Appearance: Apr 27 2011
Entrant Company: MARCEL, Paris, FRANCE
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Art Director: Samuel Volk (Marcel)
Art Director: Anaïs Boileau (Marcel)
Copywriter: Samuel Volk (Marcel)
Copywriter: Anaïs Boileau (Marcel)
Art Buyer: Jean-Luc Chirio (Marcel)
Art Buyer: Aurélie Lubot (Marcel)
Account Manager: Blandine Mercier (Marcel)
3D: Platinum 3D
Media placement: Insert - Lonely Planet - 27 April 2011
Describe the brief from the client
2011 is the year of the forest. WWF association asked us to make awareness about deforestation problems by publishing a print campaign to engage people to support us with donations. We had to show how those donations could help.
Describe the challenges and key objectives
The deforestation problem is not only a tree issue. Most often people ignore that fighting to preserve the forest is much more than saving only the wood. It involves the entire wildlife. Our goal was to explain in a direct and new way that saving the trees is also saving the fauna what represents thousands of animal species.
Describe how you arrived at the final design
Trees and wildlife are linked. Animals directly depend on tropical forests. To reach our goal, we conceived a campaign where wild animals are factually part of the trees. Some of the animals can bee seen easy, other are more difficult to find. The campaign then became an entertaining page where adults and children had to find every “hidden” animal in the forest.
Give some indication of how successful the outcome was in the market
The global campaign conceived to help WWF save the forests was a success. Its wide format and entertaining side made the audience spent more time on it than on any usual press campaign. After we launched it, the brand noticed an increase of connections to the brand website and an increase of donations as well
The Print Ad titled Botanimal was done by Marcel Paris advertising agency for product: WWF (brand: WWF) in France. It was released in the Jul 2011.