Introduction
As the country’s largest international conservation organization, the World Wildlife Fund Canada (WWF) is driven to conserve species at risk, to protect threatened habitats, and to address climate change. Building upon its experience and track record for success, WWF drives large-scale change through its worldwide network and collaborative approach to finding solutions for the world’s most significant conservation challenges.
Each year, WWF executes a series of campaigns designed to raise funds for its vital projects — the most significant of which is its annual holiday campaign. The bilingual campaign, spanning digital and traditional channels, features over 45 different species to symbolically adopt (kits + cards) as well as a variety of other items available for purchase through the WWF online store. In an effort to reimagine this campaign and attract both new and repeat purchasers, the support of a creative agency was required.
Goals:
Create a bold and vibrant campaign strategy that entices supporters to gift meaningfully
Differentiate campaign from similar, unrelated ones in the market at the same time
Ensure visuals are “true-to-life”, fact-based
Bring Wildlife Home
To inspire WWF supporters to gift meaningfully and conserve wildlife habitats while they’re at it, the campaign tagline “Bring Wildlife Home” was introduced.
360 Degrees of Campaign Coverage
Following the development of WWF’s multi-channel campaign strategy, CT art directed and executed a photoshoot of WWF’s holiday gift offerings to capture the “true to life” features of the plushies and quality of merchandise.
All images were then mobilized in the design of numerous creative assets, including Meta, Google, and YouTube ads, as well as billboards, transit panels, catalog content, newsletters, and more. Based upon extensive, fact-checked research, CT’s designers incorporated elements from each animal’s natural habitat into each asset to add depth and interest.
