We really liked the sound of the 2015 D&AD New Blood brief for WWF...
Inspire the new generation. Make them act for our planet.
...so we decided to have a little stab in our spare time.
In short, the idea is to collaborate with YouTube to remove all animal videos for 24 hours and (if it didn't naturally catch the attention of the internet) seed the world with notices of their absence.
With a strong call to action to save the natural world before it's too late and by amplifying this reality in a format that younger generations will understand, we think it could be pretty powerful - If it were possible of course.