The WWF deforested football field
The equivalent of a football field of forest is clear-cut every 4 minutes in Brazil. Not a lot of people care about it, and for most of the people it is even quite difficult to relate to this horrible fact. But football is a powerful mean to get people’s attention (in Brazil and not only) and WWF played the card with an incredibly smart and attention grabbing idea. They digitally “hijacked” an international match of the Brazilian Women’s National team, executing a progressive visual transformation of the pitch from green to brown, and paying off the message at the end of the game with an explanation of the take-over and the link back to the WWF website.
The visits to the WWF website increased by 73% after the game, and even if the case-study video doesn’t mention it, I’m sure the social media effect has also been quite impressive (btw, why the heck don’t they talk about it???)
The agency is Grey 141 Brasil.