Wild for Life
I created the United Nations Environment Programs’ (UNEP) best performing campaign, reaching over a billion people globally to fight the illegal trade in wildlife. The campaign won multiple creative awards, received over 2.5M in social media impressions and led to over 3 million people pledging to take action (especially across Asia).
The Brief
UNEP needed a campaign to help raise global awareness and drive action on the illegal trade in wildlife. The challenge: people have been made to feel helpless after decades of extinction campaigns showing images of dead animals alongside shocking statistics.
The Solution
The campaign focused on empowering our audience and forging a deep personal connection between them and iconic wildlife. Advertising featured global celebrities like Neymar, Ian Somerhelder and Gisele who were paired with a “kindred species”. People were then invited to take a short quiz to find their own kindred species and create a unique avatar that combined their photo with their animal’s.
I developed the campaign concept and strategy, directed the visual identity and key messaging for activation around the world.
Results
The campaign is now in its fourth year, has reached over a billion people globally and has won three Hermes Awards, a Webby, a Shorty and the Weibo Award for top 10 most influential advocacy campaigns in China.
See more: wildfor.life
