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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR
Market France
Agency Marcel Paris
Creative Director Eric Jannon, Dimitri Guerassimov
Art Director Anaïs Boileau
Released April 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: WWF
Agency: MARCEL
Date of First Appearance: Apr 20 2011
Entrant Company: MARCEL, Paris, FRANCE
Entry URL: http://www.wewantfurniture.com/index-en.html
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Eric Jannon (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Art Director: Anaïs Boileau (Marcel)
Production Company: Sequencis/WAM
Account Manager: Blandine Mercier (Marcel)
Flash Developer: Sylvain Bernardi (Marcel)
Developer: Jérome Renaud (Marcel)
Project Manager: Mickael Dauphinot (Marcel)
Media placement: Website - Internet: Website, And On Ebay, Priceminister... - 20 April 2011
Describe the objective of the promotion.
People don’t pay attention to where the wood they buy comes from, yet 40% of all furniture sold is made of illegal wood.
Describe how the promotion developed from concept to implementation.
To create awareness about the problem, we created a brand and designed a website retailing furniture made from illegal wood at very affordable prices. Also, the furniture displayed on Ebay and Priceminister were driving buyers to our website.
As people click to order a product, a video begins to show the ecological consequences of the purchase. As the video finishes, a WWF message informs people and encourages them to help us save the forests through donations.
Explain why the method of promotion was most relevant to the product or service.
People buy illegal wood mostly because they are not aware it’s illegal. Not even knowing they are part of the deforestation process, these people aren’t very concerned and don’t pay attention to the usual warnings. The strategy was to trap them in order to demonstrate that their daily purchases have a deep impact on the forests, and consequently, on the planet. The strength of the idea remained in its ability to surprise the target and deliver the message in a creative way they would remember for good and could share with other people.
Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 280 million people targeted.
+12% connections on WWF website during the campaign.
+7% in donations for protected forests.
3 users out of 10 finished the experience by the fund raising form.
A minimum time spent of 1.50 minutes.