| Title | WWF PETS4PETS PROJECT |
| Brand | WWF ITALY |
| Product/Service | WWF |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
LEO BURNETT Milan, ITALY
|
|
Advertising Agency
|
LEO BURNETT Milan, ITALY
|
|
Production Company
|
MOVIE MAGIC INTERNATIONAL Milan, ITALY
|
Credits
| Francesco Bozza/Alessandro Antonini |
LEO BURNETT CO. MILAN ITALY |
Executive Creative Director |
| Andrea Marzagalli |
LEO BURNETT CO. MILAN ITALY |
Associate Creative Director |
| Andrea Stanich |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
| Sergio Spaccavento |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
| Paolo Boccardi |
LEO BURNETT CO. MILAN ITALY |
Digital Creative Director |
| Alice Jasmine Crippa |
LEO BURNETT CO. MILAN ITALY |
Copywriter |
| Serena Micieli |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
| Silvia Savoia |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
The Brief
This campaign was originally thought as the first wwf campaign thought by kids to get adults thinking.
Describe how the promotion developed from concept to implementation
The idea was to involve our target making them the creative directors of the campaign they should have received.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign reached a 500.000€ of media value with a 2.4 milion of audience.
What was planned to reach only 80 kids went all over the world and on the major italian news channel.
Explain why the method of promotion was most relevant to the product or service
For the first time our target was involved in creating its own campaign.