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

Mockup of multiple WWF social posts and ads on a sandy background.
Three phones showing WWF social posts on instagram, of a penguin, flamingo and infant plush.
Someone types on a laptop, showing the WWF online shop with a green banner of plush animals.

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.

A grid of various illustrated plant species, representing the array of environments WWF animals are supported in.
WWF Holiday catalogue, showing animal plush and apparel available to order, with tree branches and snow in the background.

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.

Billboard with WWF ad, showing a snow leopard and lemur plush, with skyscrapers in the background.
Puffin plush sitting on a windowsill with succulents.
WWF ad showing a polar bear, flamingo and cheetah, on a screen in front of a person on a treadmill.
WWF ad showing a panda, fennec fox and panther plush, on a screen near a gas pump.
Eastern Cottontail plush sitting on blankets in front of a window showing snowy trees.
WWF free standing print insert, showing new plush to order.