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THE ANT RALLY

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:Germany
Style: Minimalism
descriptioncnen
Describe the brief from the client
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.

Promotion Development
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.

Results
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.

Relevancy to Product/Service
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.
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Illustrator:
Photography:
Account Supervisor:
Account Manager:
Producer:
Director of Photography:
Editing:
Sound Design:
Other credit:Visual Effects: Andreas Landgraf
Voice Over: Tom Zahner
Head Of TV: Steffen Gentis
Creative Managing Director: Sebastian Hardieck
Creative Managing Director: Christian Mommertz
awards
New York Festival International Advertising Awards 2014
Second Prize Creative Marketing Effectiveness
Green Marketing
New York Festival International Advertising Awards 2014
Second Prize Direct & Collateral
Live Event
New York Festival International Advertising Awards 2014
Third Prize Creative Marketing Effectiveness
Politics & Government
New York Festival International Advertising Awards 2014
Third Prize Outdoor
Ambient
New York Festival International Advertising Awards 2014
Third Prize Outdoor
Ambient
New York Festival International Advertising Awards 2014
Third Prize Public & Media Relations
Public Spaces
New York Festival International Advertising Awards 2014
Third Prize Public & Media Relations
Typography
The One Show 2014
Merit Innovation in Outdoor
Outdoor
The One Show 2014
Merit Public Service Experiential Advertising
Experiential
Cannes Lions International Festival of Creativity 2013
Gold Promo
Best Use of Experiential Marketing in a Promotional Campaign
Cannes Lions International Festival of Creativity 2013
Silver Branded Content & Entertainment
Best use or integration of experiential events
Cannes Lions International Festival of Creativity 2013
Bronze Direct
Charities
London International Advertising Awards 2013
Gold Non-traditional
Public Service/Social Welfare
London International Advertising Awards 2013
Gold Non-traditional
Branded Content
London International Advertising Awards 2013
Bronze Non-traditional
Live Events - Beyond Advertising
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