| Title | WILDTATTOO |
| Brand | WWF RUSSIA |
| Product/Service | WWF RUSSIA |
| Category |
B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
FRIENDS MOSCOW Moscow, RUSSIA
|
|
Advertising Agency
|
FRIENDS MOSCOW Moscow, RUSSIA
|
|
Advertising Agency 2
|
CHARMER STUDIO Moscow, RUSSIA
|
|
PR Agency
|
LUNAR HARE Moscow, RUSSIA
|
Credits
| Alexander Zavatskiy |
Friends Moscow |
Creative Director/Art Director |
| Maxim Ponomarev |
Friends Moscow |
Creative Director/Copywriter |
| Alexey Pushkarev |
Friends Moscow |
Designer |
| Daria Davydova |
Friends Moscow |
Account Director |
| Ruslan Idiyatov |
|
Motion Designer |
| Alexander Starostin |
Barbershop Production |
Director |
| Andrey Svetov |
|
Tattoo Artists |
| Scott Move |
|
Tattoo Artists |
| Valentin Hirsch |
|
Tattoo Artists |
| Dmitriy Yusin |
|
Tattoo Artists |
| Sasha Unisex |
|
Tattoo Artists |
| Mike Kolesnikov |
|
Tattoo Artists |
| Ien Levin |
|
Tattoo Artists |
| Dmitry Zakharov |
|
Tattoo Artists |
| Nikita Broslavskiy |
|
Tattoo Artists |
| Sergey Gusak |
|
Tattoo Artists |
| Andrey Yurevich |
|
Tattoo Artists |
| Herman Ix |
|
Tattoo Artists |
| Sergey Berlin |
|
Tattoo Artists |
| Andrey Kichatiy |
|
Tattoo Artists |
The Campaign
Сhallenge:
To collect new contacts for WWF Russia from young audience - people who usually do not participate in WWF activations.
Objectives:
To get more than 5 000 000 impressions
To get as many new e-mails as possible
Strategy:
Tattoos are really popular today among the young audience. Especially tattoos with animals. We've decided to use tattoos to tell people about rare animals and WWF Russia by creating rare tattoos from famous tattoo masters.
Execution:
We've created a unique branded content by using photos of rare animals and tattoo masters from all over the world (Moscow, Kiev, London, Berlin, St.Petersburg): only 14 animals, only 14 masters, only 14 unique tattoos - only 14 people who will get these tattoos.
We've started the campaign with a teaser (first stage) - a website where we described the main idea and gave all the information about animals and our tattoo masters. We also used social networks and PR (Pinterest, Instagram, Twitter, Facebook, VKontakte).
On the second stage we have added tattoo sketches of each animal made by tattoo masters and gave users the opportunity to book any tattoo. We've made publications in all the most popular lifestyle websites in Russia and famous design and advertising web portals around the world. Each media article and post had in social networks had a link to our website.
The Brief
Objectives:
To get more than 5 000 000 impressions
To get as many new e-mails as possible
Results
We've made a huge buzz around this project in Russia and around the world among young audience and communities of tattoo, design and advertising.
Results:
14 happy people with unique tattoos.
More than 1000 people who were ready to donate their skin for tattoo.
More than 100 free publications in world famous mass media around the globe.
Total reach of the project - 80 000 000 people.
Total free media value amounted to $ 500 000.
Execution
Execution:
We've created a unique branded content by using photos of rare animals and tattoo masters from all over the world (Moscow, Kiev, London, Berlin, St.Petersburg): only 14 animals, only 14 masters, only 14 unique tattoos - only 14 people who will get these tattoos.
We've started the campaign with a teaser (first stage) - a website where we described the main idea and gave all the information about animals and our tattoo masters. We also used social networks and PR (Pinterest, Instagram, Twitter, Facebook, VKontakte).
On the second stage we have added tattoo sketches of each animal made by tattoo masters and gave users the opportunity to book any tattoo. We've made publications in all the most popular lifestyle websites in Russia and famous design and advertising web portals around the world. Each media article and post had in social networks had a link to our website.
The Situation
Сhallenge:
To collect new contacts for WWF Russia from young audience - people who usually do not participate in WWF activations.
The Strategy
Strategy:
Tattoos are really popular today among the young audience. Especially tattoos with animals. We've decided to use tattoos to tell people about rare animals and WWF Russia by creating rare tattoos from famous tattoo masters.