| Title | KEEP THEM FLYING |
| Brand | GERMAN SOCIETY FOR NATURE CONSERVATION (NABU) |
| Product/Service | NGO |
| Category |
A06. Use of Ambient Media: Large Scale |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Hans Juergen Kaemmerer |
Leo Burnett |
Creative Director |
| Hugo Moura |
Leo Burnett |
Art Director |
| Viktor Kislovskij |
Leo Burnett |
Creative Technologist |
| Benjamin Merkel |
Leo Burnett |
Copywriter |
| Netti Weber |
Leo Burnett |
Agency Producer |
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
Brief Explanation
Butterflies are fascinating creatures of singular beauty. But pollution and loss of habitat threaten 80% of Germany’s butterfly species with extinction. That’s why NABU, Germany’s largest nature conservation organization, wanted to call attention to this problem and help conserve their valuable habitats. For this reason, we started the keep them flying campaign.
Results and Effectiveness
In the past, donation boxes were either ignored or even damaged by visitors. The NABU flipposter machine was very positively received and still continues fascinating young and old.
The idea was flying through several news channels across Germany, reports on television and articles in newspapers. In addition, we generated € 15.000 of donations so far, 400 app downloads and many new supporters for the NABU Germany – and the campaign is still running.
Creative Execution
To show that even the smallest donations can help protect the butterflies, we constructed the world’s largest flipbook. A one Euro coin activates the interactive posters, bringing the butterflies to life. When the images rotate quickly, it creates the impression of colorful butterflies fluttering over the surface of the images. Using an app, you can also load the gorgeous insects onto your smartphone and share the campaign with friends. This way, everyone who makes the antique nature illustrations take flight helps ensure that butterflies will continue to fly free in the future.
Insights, Strategy and the Idea
Target group: Everybody who is interested in our environment and the protection of nature, specially families with children.