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Life Print

Life Print | Ampara Animal Ngo | Africa
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basics
Industry: Public interest & Non-profit
Media:Print
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

Facing the challenge of creating a campaign to raise funds without resources investment, the strategic solution was to bet on the power of PR effective strategy. By means of a powerful idea and assertive strategy together with the target, we could activate specific media vehicles and contact points linked to fashion universe, generating awareness to the client, attracting funds and spreading the cause.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Brazil has no limitations or regulations on disclosing causes related to wild animals.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Jaguar is an animal critically endangered of extinction in Brazil, not only due to its smaller and smaller population, but also its more and more restrict genetic variety. We could mobilize a whole industry to our cause, generating awareness and-most importantly-attracting funds to help reintroduce more rescued jaguars in Nature.

Background

Jaguar is the biggest feline of the Americas and its cultural influence refers to the first people who lived in Latin America. On the other hand, its presence is more and more endangered in Nature. Due to the deforestation, illegal hunting and trafficking, jaguars population is decreasing dramatically, getting to fewer than 300 in some biomes, as Atlantic Forest. Which poses the species as critically endangered of extinction in such places.
Ampara Animal is the biggest preservation institute of jaguars in Latin America. And it has an important rescue job and attention with injured jaguars, aiming their reintegration in Nature. However, the demand is greater than the possibility of receiving animals, and more and more jaguars have needed care. Therefore, the institute urgently needs financial resources to build a new sanctuary, increasing its capacity and receive new animals.

Describe the creative idea (20% of vote)

While on one hand, jaguar is disappearing from Nature, there is a place where it will never disappear from: the fashion world. Fashion has always used animal print, being the jaguar one of its most classic patterns. Inspiring great brands, genius stylists and moving billion dollars. But jaguars, which have inspired all this, do not receive any share of the profits.
Our idea is to compensate Nature for its copyright.
We have created the first world certified animal print. Designed from patterns of 7 real jaguars attended by Ampara Animal, it reverts part of its profits directly to whom deserves more: jaguars.
The whole profit of products manufactured from it is directed to Ampara Animal for expanding its preservation projects, increasing the capacity of receiving rescued jaguars.

Describe the strategy (30% of vote)

After base-prints were developed, next step was inviting the fashion industry to participate. And to do so, we have chosen a provocative approach. To invite brands and generate final consumer desire, we have chosen, as strategy, to concentrate the message in the ones who move fashion: specialized media vehicles, celebrities and digital influencers.
We have worked a powerful and provocative key message: it is time fashion starts paying for copyright to jaguars.
We have developed several assets, among them press kits, website, seeding movie, photo shoot with celebrities (who accepted voluntarily supporting the project), media kits (with exclusive pieces of clothing), activations at Sao Paulo Fashion Week and an official event for the launching of the first collection.
For celebrities we have also forwarded exclusive pieces of clothing. Besides a special action in which “we officially notice” digital influencers photographed using non-certified jaguar print.

Describe the execution (20% of vote)

From the time print was ready, we started contacting celebrities and digital influencers. Media vehicles as Vogue, GQ, Harper’s Bazaar and other ones were used to spread the campaign message to the target.
We have scheduled print launching to the weeks previous to Sao Paulo Fashion Week, the biggest fashion event in South America, which gathers the whole industry.
By means of a daring action, we have identified digital influencers which were photographed using non-certified animal print, forwarding them an “official notice” letter, charging for copyright. The initiative was welcomed, generating new assets and thousands impressions.
We have also forwarded media kits to celebrities, containing the campaign pieces of clothing. The initiative has generated posts and even spontaneous clicks by paparazzi, who surprised celebrities using the collection products around.

List the results (30% of vote) – must include at least two of the following tiers:

• The project was covered by the main fashion publications, like VOGUE, Harper’s Bazaar and GQ, besides other important media vehicles like Forbes, Financial Times and Globo.
• +200k social media interactions.
• +95 MM impressions with 0 media investment.
• +R$2MM raised so far, invested in genetic research and in expanding jaguar’s facilities.
• In a few weeks, 14 fashion brands got into contact, designing new collections using Life Print certified print. Being the main ones Les Lis Blanc, Arezzo, MOB, Animale and Malwee.
• Cia. Maritima, the biggest Brazilian beachwear brand, was the first one to embrace the project. Their collection was made available in its stores spread around South America, United States and Europe. Some of the products are already sold out.
• All these initiatives are bringing up the discussion on the importance of investing in the preservation of a threatened species, which has an essential role in our ecosystem.
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awards
Cannes Lions International Festival of Creativity 2019
Bronze Health & Wellness
Animal Health
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