Cannes Lions

SIBIRIAN TIGER PROTECTION

LEO BURNETT MOSCOW, Moscow / WORLD WILDLIFE FUND (WWF) / 2011

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Overview

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Credits

Overview

Description

Exterminated by poachers, the Siberian Tiger is now on the verge of extinction. Even if some people are aware of it, they still don't feel intimately concerned with this problem. WWF decided to change this.We developed a digital campaign that worked on two levels: ambient and online. A special QR-code T-shirt was designed that enabled the wearer, both when visiting certain prêt-a-porter shops and sitting in front of their computer at home, to experience the horror of the massacre in the most direct way: on their own skin, so to say. This came as a surprise - even as a shock.The response was immediate. Hundreds of people interacted with our ambient media, generating a huge buzz in Moscow and triggering maximum press PR coverage. In less than two weeks after the launch, the campaign's website got more than a million visitors.Russian celebrities got readily involved and showed their empathy and concern about the Tiger's conservation.As of this writing, 200,000 people said no to the Siberian Tiger's extermination, transforming the case in one of the biggest and most effective digital PR cases in Russia.

Execution

We developed a digital campaign that worked on two levels: ambient and online. A special QR-code T-shirt was designed that enabled the wearer, both when visiting certain prêt-a-porter shops and sitting in front of their computer at home, to experience the horror of the massacre in the most direct way: on their own skin, so to say. This came as a surprise - even as a shock.

Outcome

The response was immediate. Hundreds of people interacted with our ambient media, generating a huge buzz in Moscow and triggering maximum press PR coverage.

- 3,000 T-shirts- over 150,000 posts and publications- over 30,000,000 people involved on-line- over 60,000,000 people overall coverage- on the 23 November at the ST. Petersburg summit protection of the Siberian tiger was listed among top state priority

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