World Wildlife Fund

“Heart of the Wild”

The World Wildlife Fund Canada approached us to help with their annual Holiday Season Fundraising campaign. The concept that we created through the direction of Craig Kirkham was entitled, “Heart of the Wild,” an initiative that shifted the focus from stuffed toys to donors – the kids (and kids-at-heart) who receive the plushies during the Holiday season. Over the course of a single production day, eight kids ranging from 4-to-10 years old were asked to talk about their favourite animals and why it is important to help wildlife thrive. The genuine and unscripted dialogue that ensued helped to focus the entire effort around one burning issue: “Why it is that kids care so deeply about conservation?”

Alongside our creative thinking, the campaign spotlighted the efficiency of our in-house production model as we captured all of the video and photography footage in a single day. The final deliverables included two 30-second broadcast commercials, a 30-second radio ad, national out-of-home advertising, online ads on Google, Facebook and Instagram, as well as magazine advertising. By symbolically adopting a species, Canadians young and not-so-young were able to make a difference for wildlife in Canada and around the world. This project not only increased awareness about the threats species face, but supported WWF’s mission of sustainability and habitat conservation.