Winners & Shortlists

#LASTSELFIE

Short List
Title#LASTSELFIE
BrandWWF DENMARK & WWF TURKEY
Product/ServiceWWF
Category C02. USE OF SOCIAL IN A PR CAMPAIGN
Entrant Company 41?29! Istanbul, TURKEY
Advertising Agency 41?29! Istanbul, TURKEY
Credits
Name Company Position
Charlotte Brix Andersen/Jonas Arboe Harild WWF Denmark Denmark Wwf Client Team
Ece Unver/Tugba Ugur WWF Turkey Turkey Wwf Client Team
Alemsah Ozturk 41? 29! Head Of Agency
Guray Mert 41? 29! Managing Director
Seren Koroglu 41? 29! Creative Director
Ilyas Eralp 41? 29! Creative Group Head
Alperen Altinoz/Ahmet Terzioglu 41? 29! Creative Group
Jesper Hansen Denmark Communication Management
Elif Kavalci 41? 29! Motion Graphics Designers
Muharrem Huner/Emir Anarat/Ercan Nailoglu 41? 29! Art Directors
Gulsah Karasakal/Enis Kilic/Emir Anarat 41? 29! Motion Graphics Designers
Alen Dursun 41? 29! Front/End Developer
Aslı Nur Erguzel 41? 29! Project Manager
Eren Dursun 41? 29! Technical Director
Onur Cengiz 41? 29! Digital Communications Strategist
Erhan Cirak/Damla Tutuncu 41? 29! Digital Communications Managers
Zeynep Bozok 41? 29! Music And Sound Design
Thor Nielsen/Jesper Laumand

The Campaign

WWF wanted to raise awareness amongst millenials and increase donations to protect endangered animals. We knew that “Generation Y” spend their time in social media posting pictures of themselves (selfies) and are hard to reach in traditional media. We needed to find the right medium and the right message. So we used Snapchat, a photo messaging application which is “wildly” popular amongst teens. When you follow WWF on Snapchat, you get sent a #LastSelfie, a 9 seconds picture from an endangered animal, telling you that this could be the last time you see it. Users can take action by sending an SMS to WWF, sharing the screenshot of the snap, or you can go to the WWF website and adopt an animal. Millenials got the message instantly! In the first few hours, #LastSelfie go viral around the globe. Within the first 8 hours, there were 5,000 tweets being viewed on 6 million timelines. After just one week, 40,000 tweets hit 120 million Twitter users, that means that over 50% of all active Twitter users had seen this campaign. The #LastSelfie was picked up by major publications around the world, with headlines in more than 6 languages. The campaign did more than just raised the awareness globally, acting as a donation mechanism it helped WWF to collect its monthly target in just three days!

The Brief

We knew that “Generation Y” spend their time in social media posting pictures of themselves and are hard to reach in traditional media. So how could we get young people to take action before these animals disappeared from the face of the earth? We needed to find the right medium and the right message.

Results

Millenials got the message instantly! In the first few hours, thousands of people started sharing these messages, helping #LastSelfie go viral around the globe. Within the first 8 hours, there were 5,000 tweets being viewed on 6 million timelines. After just one week, 40,000 tweets hit 120 million Twitter users, that means that over 50% of all active Twitter users had seen this campaign. The #LastSelfie was picked up by major publications and websites like Fast Company, Adweek, Creativity Online, D&AD, Ads of the World, Reuters, NBC and many others around the world, with headlines in more than 6 languages. The campaign did more than just raised the awareness globally, acting as a donation mechanism it helped WWF to collect its monthly target in just three days! As Fast Co Create said “Here's hoping it helps spark a new generation of engagement and not just another round of casual slacktivism.”

Execution

When you follow WWF on Snapchat, you get sent a #LastSelfie, a 9 seconds picture from an endangered animal, telling you that this could be the last time you see it. Since snapchat users has a habit of taking screenshots and sharing on social media, we even used this as a part of our message ("Better take a screenshot, this could be my #LastSelfie" says one of the images) Users can take action by sending an SMS to WWF, sharing the screenshot of the snap, or you can go to the WWF website and adopt an animal.

The Situation

WWF wanted to raise awareness amongst Millenials and increase donations to protect endangered animals.

The Strategy

We used Snapchat, a photo messaging application which is “wildly” popular amongst teens. An image sent with Snapchat, when viewed, disappears in seconds, with no chance of being seen again. Just like the endangered animals the WWF protects. We subverted the selfie meme, creating #LastSelfie. Creative utilization of the emerging Snapchat mobile social platform, using native “timed message” functionality to highlight that time’s running out for endangered species, while engaging millennials with the selfies phenomenon was the key to our campaign.