Challenge The Client: The Interna-onal Fund for Animal Welfare (IFAW) The Challenge: Create an interna-onal ad campaign to raise awareness about the threat posed to endangered species by illegal commercial trade and to encourage consumers to avoid buying these products.
Insight Our target audience is • Interna-onal • Adult 14+ • Consumers • People who travel interna-onally (especially to Asia, Africa and the Caribbean) • Awareness of conserva-on animal issues, strong ethical sense Insight We want to create comfortable world for friendly to animal people and to show everyone that good aFtude to animal can make human world easy, comfortable and posi-ve saturated.
Informa-on By using Augmented reality Channels: 1. Airport trains 2. Mirror at WC at airport or dressing room at fashion bou-que How to: • Passengers will be able to see animals -‐ -ger, elephant and etc. come to life before their very eyes walking near people inside the train. The interior of the train should looks like animal natural living area by prints or drawing. We want to show people how animal world is beau-ful and we should save it • When person come to airport WC rooms or dressing room at fashion bou-que and look at the mirror he will see instead of himself – the animal(-ger and etc.), who will do the same movements as that person do. And aPer animal disappear in the mirror the person will see the worlds: «Want feel like >ger? – No need to buy my fur!» -‐ (in dressing room) «Want feel like >ger? – No need to kill me!» -‐ (in WC room)
Ac-on By using RFID bracelets Channels: 1.Give bracelets to opinion leaders: bloggers-‐travellers, organiza-on members, celebrity members as Leonardo di Caprio 2.Give bracelets to people who usually go or use service of places friendly to animal as zoo, animal shelter, shop for animals and etc. 3.Give bracelets to involved par-cipants of performance How to: When you get RFID bracelets – you should to register its unique number and to cohere with your proﬁle on facebook and foursquare. It means that when you come to place friendly to animal or one of the airport in countries especially placed in Asia, Africa and the Caribbean you can automa-cally check in at this place using terminal for RFID bracelets. So you tell you friends and future friendly to animal par-cipants that you are friendly to animal person and you were here.
Involving By using Face for adver>sing Channel: Person face How to: Person with drawing or temporary taXoo «animal face» on his face and with the message on it -‐ Im person friendly to animal! – Are you? going across the whole airport, transports, shops, restaurants and show everywhere performance. Everybody pay aXen-on to his face and his ac-ng – come to ﬁnd out the sense of this and to take a picture with him and then send it to social network to share with friends
Involving By using apps Channel: Smartphones, tablets, notebooks How to: 1. We create game apps for the computer and phone plaorms, where you can safe animal from the poachers or ﬁnd -ger’s stripes or rhino’s horn, which were stolen for illegal trade 2. We create map of the places which are friendly to animal in ci-es especially placed in Asia, Africa and the Caribbean regions. This app help you to ﬁnd places where you can get useful bonuses for friendly to animal community and meet people with common posi-on. Members of friendly to animal community – everyone who have RFID bracelets – can get apps for free. Person who is not the member can get these apps for 1$ which will be donate to help animals.
Summary " Buying souvenirs made from animals is a popular form ac-vity of the popula-on (par-cularly tourists) and jewelry made from animals are fashion accessories. " We realize Informa-on Company (in airports, on the streets, in the Internet community) about the importance and beauty of the animal world. " During the campaign we give people an opportunity to change their behavior and habits. They can visit friendly to animals restaurants, cultural events, as well as use fashionable gadgets-‐ bracelets (instead of the jewelry from animals). " Populariza-on friendly to animal community and ideology. We transform friendly to animal community to trendy mass movement, which based on IFAV goals and aims in its ac-vity (more members and sympathizers -‐ less killing of animals). Final conclusion: Friendly to animal views are not only an individual life posi-on, but also an opportunity to make people live more comfortable and open for new possibili-es and prospects.