A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
H-03-14. Animal not Found
| Agency | Hungry Boys |
| Creative head | Vlad Sitnikov |
| Author of idea | Vlad Sitnikov |
| Product | WWF Russia |
| Description | There are 17,000 species at risk of extinction around the world; more than 100 of those live in Russia. To help save and protect these animals, World Wildlife Foundation (WWF) Russia must continually build awareness of their plight. We created a campaign that paired endangered species with another dying breed: 404 ‘Page Not Found’ error messages. Users who visited bad or mistyped links on Odnoklassniki (a Russian social networking site) would be shown an image of an endangered species with a message that the animal was in danger of “not existing”. Much like the page they themselves were hoping to visit. This surprising and powerful connection got the attention of a wide audience across all of Russia. ь execution We partnered with social networking site Odnoklassniki, one of the country’s most highly trafficked websites, to replace common 404 ‘Not Found’ pages with images of endangered species. An accompanying message explained that each animal was in danger of ‘not existing,’ much like the page itself. The message invited the user to learn more or donate to WWF Russia. The campaign entitled, ‘Rare Page,’ came at no media cost to the client, saving WWF more than $200,000. The chance of encountering one of these endangered animals in the wild is slimmer than the probability of incorrectly spelling, ‘Odnoklassniki.’ Our creative execution gave meaning to a common and easily overlooked experience. The power of our idea was in making an unexpected connection between these two otherwise unlike things. |
| Advertiser | WWF Russia |
| Team members | Hungry Boys |
