Creative Gallery on Sustainability Communications

 

 
"Tiger Bone" For WWF
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Philosophy/Solution

Sometimes, being brave with creative work can achieve remarkable results. And when these results are for creatures who rely on us to help them, it makes it all worthwhile.

Our recent work for WWF, which asked existing supporters to help save the critically endangered Sumatran Tiger, caused outrage, resulting in lots of PR for WWF.

Results

Chillingly real, our recent Sumatran Tiger campaign struck home with amazing effect – many people believed it was real bone.

It also inspired WWF supporters to do things they had never done before, generating a huge number of donations, and beating any other previous cash appeal.

One supporter, who had previously only spent £20 supporting WWF, wrote a cheque for £5,000 immediately. Others said that they felt this was WWF’s most successful campaign ever. The response rate of 7% bears testament to these feelings.

Title"Tiger Bone"
AgencyWWAV Rapp Collins
CityLondon
AdvertiserWWF
Brand NameWWF
Product NameSumatran tiger
Sustainability Themes Biodiversity
Date of First Publication N/A
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
LanguageEnglish
TypeDirect Marketing print