NO MORE GRIZZLIES by Calder Bateman for ALBERTA WILDERNESS ASSOCIATION

NO MORE GRIZZLIES

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency Calder Bateman
Creative Director Kevin Barclay
Copywriter Pierre Chan
Released December 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ALBERTA WILDERNESS ASSOCIATION
Product/Service: WILDLIFE ADVOCACY
Agency: CALDER BATEMAN COMMUNICATIONS
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: CALDER BATEMAN COMMUNICATIONS, Edmonton, CANADA
Entry URL: http://www.nomoregrizzlies.com
Creative Director: Kevin Barclay (Calder Bateman Communications)
Art Director / Designer / Illustrator: Nicola Pringle (Calder Bateman Communications)
Copywriter: Pierre Chan (Calder Bateman Communications)
Video Art Direction: Bryce D'Andrea (Calder Bateman Communications)
Senior Consultant: Frank Calder (Calder Bateman Communications)
Project Coordinator: Jade Ponech (Calder Bateman Communications)
Flash Developer: Kobayashi
Interactive Consultant: Todd Takahashi
Media placement: Website - Online - 15/12/2009
Media placement: Posters - Hoarding/Outdoor - 15/12/2009
Media placement: Newspaper Ads - See Magazine - 31/12/2009
Media placement: Television - Global TV - 15/03/2010
Media placement: Online - Facebook - 15/12/2009
Media placement: Media Release - All local media - 15/03/2010
Media placement: Rally - Downtown location "Edmonton" - 15/03/2010

Results and Effectiveness
"This campaign received national newspaper coverage, broadcast coverage and was even acknowledged by the cynical provincial Minister of Sustainable Resource Development whose responsibilities include adding the grizzlies to the endangered species list (thereby ensuring their survival in the wild). Members of parliament tweeted about the campaign asking their follows to “Check it out!”, influential journalists tweeted about “a giant teddy bear faced the hangman’s noose.” Since the No More Grizzlies campaign launched donations to the Alberta Wilderness Association have increased by 240% over the same period last year.”

Creative Execution
Solution: We wanted to draw attention and cut through typical environmental advertising clutter by creating & promoting a fictitious anti-grizzly bear extremist group. Our hope was that this would draw more attention than a pro-grizzly campaign, push people's back against the wall, and thus drive them to find out more info on protecting grizzlies in light of an extremist threat.

Insights, Strategy & the Idea
Objective: Draw attention to the diminishing grizzly bear population in Alberta due to habitat disturbance. Concept: Create a fictitious anti-grizzly bear extremist group that educates people on how to destroy Alberta’s grizzly bear population with habitat disturbance instead of guns. Target Audience: Albertans who have an affinity for the environment but aren’t educated or active when it comes to Alberta’s grizzly bears.