Growing awareness for ZSL and their global conservation work

After a series of focus groups and collaborative sessions, it became evident that shocking statistics highlighting the true nature of the decline in wildlife offered great impact and resonance.

Armed with these learnings we came up with one single minded, compelling and disruptive idea; we invited the audience to ‘Imagine a world without wildlife’.

⁣An emotive video headed up the campaign cleverly showing the relevance and impact of declining wildlife in our everyday lives.

Whilst the video focused on familiar environments the static adverts took a more global approach showing beautiful wildlife shots with one crucial element missing.

Experiential ideas were implemented inside and outside of the zoos including large, thought provoking roundels in the animal enclosures.

A partnership with Fullers Brewery was formed giving the campaign a real world presence at a selection of their well known ‘Red Lion’ pubs.

The hashtag #withwildlife was used across the campaign encouraging people to share and support the cause. 18.2 million impressions were achieved  in the initial launch period.⁣Familiar faces such as Dermot O’Leary and Bill Bailey showed their support helping to generate increased organic growth across social media.

“We needed a fresh and disruptive approach to raise awareness of ZSL as a global conservation charity. The Allotment really understood the heart of what we do and our challenges and delivered a creative solution to make us stand out in a competitive environment.” - Bonnie Marsden, ZSL Brand Manager