The brief was to create a relevant and never-before-seen action that raises awareness for the WWF rainforest projects on the occasion of the 50th anniversary of the WWF.

The problem of rainforest deforestation is a well-known topic in our society. That’s why the main objective was to generate new interest for a mainly low interest topic. To involve former donors and potentially new ones, The Ant Rally came up with a totally new translation of an oftentimes-translated problem.

The Ant Rally is the first action against rainforest deforestation that gives a voice to the creatures that experience the destruction first hand. Their direct protest is what makes The Ant Rally new and unique. And what raises response for the project.

Within 5 days, The Ant Rally had a lot of news coverage in local newspapers, online platforms, TV- and radio shows and generated over a million contacts.

The strength in this idea is the usage of naturally given conditions and turning them into something never-before-seen and unique. And being 100% relevant at the same time: Ants are highly threatened by deforestation and therefore the perfect way to raise attention for this topic. By putting the animal in the centre of attention, The Ant Rally is a most appropriate action for the brand WWF.