The Danish Animal Welfare Society Promo, Case study MODKAMPAGNE (COUNTER-CAMPAIGN) by Adnuvo

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Denmark
Agency Adnuvo
Art Director Tommy Saunte
Copywriter Jon Voetmann
Account Supervisor Mads Wilson
Typographer Tobias Munk-Åkesson
Released April 2012

Credits & Description

Category: Best Use of Print
Product/Service: ANIMAL WELFARE
Agency: ADNUVO
Media Agency: FACE MEDIA, Copenhagen, DENMARK
Art Director: Tommy Saunte (Adnuvo)
Typographer: Tobias Munk-Åkesson (Adnuvo)
Account Supervisor: Mads Wilson (Adnuvo)
Copywriter: Jon Voetmann (Adnuvo)
: Dennis Pedersen (Wasabi)
Media placement: Print - 1 Ad - Newspapers - 19.4.2012

Insights, Strategy & the Idea
The organisation of Danish Mink Breeders started an image campaign in the Danish newspapers, communicating the "natural" difficulties of breeding mink: When minks are kept in cages, then we all have to acknowledge the fact that a very low percentage are mistreated and have bites etc. from other minks. And ending by asking the question: can we live with that, now that The Danish Mink Breeders create so many jobs and the export is very high.

On the first day the ad from The Danish Mink Breeders was run, The Danish Animal Welfare Society wanted to respond to the ad as they meant it had false data. They asked us to come up with a counter ad - with a respond correcting The Danish Mink Breeders “false” communication.

Creative Execution
We took the Danish Mink Breeders original ad and made corrections to it with a red speedmarker and ran it the next day in the same newspapers (just a couple of pages after the original). We even left the original logo, correcting it as well. The only way to see who published it was a small copy in the button saying: "This ad was published by The Danish Animal Welfare Society".

Results and Effectiveness
The Danish Animal Welfare Society has limited resources (only privately funded) so the ad was only run for 1 day in the same newspapers as the Danish Mink Breeders. Still the ad made a huge fuss in newspapers and TV News discussing the 2 ads and "the battle" between the 2 organisations for days. So-called advertising experts were brought in to give their opinion about who “won the battle".

The outcome of the ad was that the 2 organisations agreed to discuss how breeding of mink can be done in a better way to secure the welfare of the animals.