The campaign consisted of a series of audio spots. The audio spots contained the sonics of the biggest brands in the world recreated in the voice of the most endangered animals. Each audio spot invited the brands to use the recreated sonic in their communication to raise awareness about the plight of endangered species and generate funds for their protection.

Homat Al Hima International is the Arab world's leading organisation in wildlife protection and saving endangered species. Hima means protected area in Arabic; it is a community based approach used for the conservation of species. It originated from more than 1,500 years ago where it was spread along the Arab Peninsula as a “tribal” system of sustainable management of natural resources.

In the campaign, a voiceover directly address the biggest brands in the world and talks about how their brand sonics are known all over the world. But what the world might not know is that some animals like the Galapagos Penguin, Arabian Owl, Humpback Dolphin, Eurasian Otter, Arabian Wolf, African Grey Parrot, and more. The ad then proceeds to invite the brands to use their brand sonic recreated in the voice of the endangered animals to spread awareness about the issue and save them from going extinct.

Situation

Homat Al Hima's funding dropped sharply in a post-pandemic world. It desperately needed donations to keep its good work going.

Brief

Reach out to the big brands for donations as they have deep pockets and only a handful of brands can donate a large sum of money that might otherwise take a long time to accumulate.

Objectives

1. Draw the attention of top brands in an innovative way.

2. Increase awareness about endangered species and Homat Al Hima International.

3. Invite the big brands to donate.

Business Impact - Donations increased by 76%.

Consumer awareness - Increased by 97%.

Change in behaviour - Volunteer signups increased by 42%

Dear Intel, everyone knows your tune *Intel sonic plays*. What they don’t know is that the number of Galapagos Penguins left today is fewer than 2000. So, we have recreated your tune in the voice of the Galapagos Penguin. *recreated sonic plays* Please, use it in your communication to give the Galapagos Penguins a chance to be heard and saved. An initiative by Homat Al Hima International.