WWF Promo, Case study ROAR FOR THE TIGER by Ogilvy & Mather Moscow

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Russia
Agency Ogilvy & Mather Moscow
Producer Rachel Cohen, Olga Anosova
Editor Jane Edlington, Ray Stevens
Released November 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: WWF
Product/Service: WWF
Date of First Appearance: Nov 24 2010
Entrant Company: OGILVY GROUP RUSSIA, Moscow, RUSSIA
Chief Creative Officer, copywriter, director: Carl Le Blond (Ogilvy Group Russia, Moscow)
Agency's Producer: Dmitry Nikonorov (Ogilvy Group Russia, Moscow)
Editor: Ray Stevens (Familyediting)
Producer: Olga Anosova (Filmservice)
Account Director: Anna Smirnova (Ogilvy Group Russia, Moscow)
Editor: Jane Edlington (Golden Square)
Producer: Rachel Cohen (Golden Square)
: (Getunik AG)
: (WWF Tiger Network Initiative)
DOP: Pavel Kapinos
DOP: Levan Kapanadze
Media placement: TV Campaign - TNT Channel, REN Channel - April 2010
Media placement: Ambient - Summit On Tiger Preservation, St. Petersburg, Russia - 24 November 2010
Media placement: Digital - Wwf.panda.org - 24 November 2010

Insights, Strategy & the Idea
The strategy was to bring it home to people that if we do not act now the tigers will soon be extinct through deforestation, poaching and lack of food .

Creative Execution
2010 the year of the Tiger and Global Summit on Tiger Preservation’ hosted by the Russian government in St. Petersburg with the full support of WWF Russia.
Russian celebrities were asked to speak up on behalf of the Tigers. This was the start of the 'Roar for the Tiger' campaign. These people didn't speak they roar as tigers do, what they were saying is subtitled.

During the Summit people could record their own roar or visit wwf.panda.org to record and upload a roar on line adding their support to the campaign. Well over 250 000 people have participated so far.

Results and Effectiveness
Everyone can now speak up on behalf of the Tigers. By adding thier personal 'Roar for the Tiger' . The idea was fully supported by WWF - they put videos on their site to support the campaign. During the Summit a unique opportunity was given - to everyone to join in and record thier roar live. Then on wwf.panda.org a gallery was opened with roarings from all over the world - people recorded their own videos, audio online and upload thier roaring clips to show thier support.over. 250 000 people so far have joined the cause.