WWF Case study THE ANT RALLY by BBDO Dusseldorf

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THE ANT RALLY

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Case study
Market Germany
Agency BBDO Dusseldorf
Creative Director Carsten Bolk, Christian Mommertz
Copywriter Ramón Scheffer
Producer Moritz Von Schroetter, Jack Gregory-Donald, Kim Duesselberg
Photographer Jochen Manz
Editor Stephan Krause
Released June 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Use of Experiential Marketing in a Promotional Campaign Gold
Direct Lions Product & Service; Charities Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities
Advertiser: WORLDWIDE FUND FOR NATURE (WWF)
Product/Service: WWF
Agency: BBDO GERMANY Düsseldorf, GERMANY
Visual Effects: Andreas Landgraf ()
Editor: Stephan Krause (Parasol Island Düsseldorf)
DOP: Ami Rodrigues ()
DOP: Ahmet Tan ()
Voice Over: Tom Zahner ()
Sound Designer: Marco Manzo (Studio Funk Düsseldorf)
Producer: Jack Gregory Donald (Parasol Island Düsseldorf)
Producer: Kim Duesselberg (Parasol Island Düsseldorf)
Producer: Moritz Von Schroetter (Parasol Island Düsseldorf)
Photographer: Jochen Manz ()
Agency Producer/Head Of TV: Steffen Gentis (BBDO Proximity Düsseldorf)
Account Manager: Lina Gilles (BBDO Proximity Düsseldorf)
Account Director: Sebastian Koenen (BBDO Proximity Düsseldorf)
Copywriter: Ramón Scheffer (BBDO Proximity Düsseldorf)
Art Director/Illustration: Fabian Pensel (BBDO Proximity Düsseldorf)
Creative Director: Carsten Bolk (BBDO Proximity Düsseldorf)
Creative Director: Christian Mommertz (BBDO Proximity Düsseldorf)
Creative Managing Director: Sebastian Hardieck (BBDO Proximity Düsseldorf)
Creative Managing Director: Christian Mommertz (BBDO Proximity Düsseldorf)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Describe the brief from the client
The brief was to create a relevant and unseen action that raises awareness for the WWF rainforest projects on the occasion of the 50th anniversary of the WWF.
The problem of rainforest deforestation is a well-known topic in our society. That’s why the main objective was to generate new interest for a mainly low interest topic.
To involve former donators and potentially new ones, The Ant Rally came up with a totally unseen translation of an oftentimes-translated problem.

Creative Execution

The strength in this idea is the usage of naturally given conditions and turning them into something unseen and unique. And be 100% relevant at the same time: Ants are highly threatened by deforestation and therefore the perfect organ to raise attention for this topic. By putting the animal in the centre of attention, The Ant Rally is a most appropriate action to the brand WWF.


Creative Solution to the Brief/Objective.

The Ant Rally is the first action against rainforest deforestation that gives a voice to the creatures that experience the destruction at first hand.
Their direct protest is what makes The Ant Rally unseen and unique. And what raises response for the project.


Results

Within 5 days, The Ant Rally had a lot of news coverage in local newspapers, online platforms, TV- and radio shows and generated over a million contacts.