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Released:	June 2009
Advertiser:	World Wide Fund for Nature
Brand name:	WWF
Agency:	DDB Brasil
Country:	Brazil

Credits & Description:

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: NOT IN DANGER OF EXTINCTION
Advertiser/Client: WWF BRASIL
Product/Service: WWF
Entrant Company: DDB BRASIL São Paulo, BRAZIL
Advertising Agency: DDB BRASIL São Paulo, BRAZIL
Creative Credits
Name Company Position
Monica De Carvalho Ddb Brasil Media Vp
Fabricio De Andrade Ddb Brasil Media Director
Fabiana Manfredi Ddb Brasil Media Supervisor
Aline Brazolotto Ddb Brasil Media Coordinator
Sergio Valente Ddb Brasil Creative Director
Rodolfo Sampaio Ddb Brasil Creative Director
Julio Andery Ddb Brasil Creative Director
Marcelo Reis Ddb Brasil Creative Director
Guilherme Jahara Ddb Brasil Creative Director
Daniel Chagas Martins Ddb Brasil Art Director
Rodrigo Mendonça Ddb Brasil Copywriter
Samyr Souen Ddb Brasil Illustrator
Details
Results and Effectiveness:
The project has been a real success, because it brought IMPACT, INTERACTION AND EXPOSITION for WWF's cause, to more than 400,000 people who daily circulate at the places where the panels are displayed. There was instantaneous contribution of money at unbelievable ZERO COST because we could get all partners to collaborate with us in this great fight at no charge. We estimate that the more than 40 panels spread in Brazil have raised around US$ 100,000 up to now. New joinings? We also can't measure that because at this moment surely there is someone else joining. Join us as well. wwf.org.br
Creative Execution:
The public stopped being passive, and with that in mind, we provoked the COLLABORATION proposed in the action, taking the target by surprise, making it PARTICIPATE and support WWF. The INTENSE CONNECTION between the public and the cause was maximized in the choices of places that allowed MESSAGE BUILDING, due to the high daily circulation of people in the buildings where they work, at the gyms where they exercise and at their favourite cinemas. Since donations had to be made using coins, we used MAGNETIC POSTERS for the action. As donations were being made, the sum of the coins REVEALED images of animals in danger of extinction from the BRAZILIAN FAUNA. After the posters were completed, the money was given to WWF.
Insights, Strategy and the Idea:
Brazil has one of the richest biodiversities in the world. There is an estimate that in Brazil there is one in each existing species of plants and animals. But all this richness is threatened and, for this reason, nature NEEDS HELP. With that in mind, we needed something immediate, and we created and negotiated a NEW MEDIA SPACE that could promote an emotional connection between audience and cause, having INTERACTIVE PANELS that provoked curiosity and impact in places of great circulation of opinion makers, more sensitive and participative in social causes. The knowledge of WWF’s business applied to and integrated in an UNEXPECTED media ENVIRONMENT was crucial for the action’s success, that was even more effective because the pieces were always placed NEAR CASHIERS in sweets stalls, cafeterias, and coffee shops, where there is usually handling of money and change.

The Ambient Advert titled NOT IN DANGER OF EXTINCTION was done by DDB Brasil advertising agency for brand: WWF in Brazil. It was released in the Jun 2009.