#ANIMAL_SELFIE

Short List
Title#ANIMAL_SELFIE
BrandWWF JAPAN
Product / ServiceWWF JAPAN
CategoryB04. Posters
EntrantCHERRY Tokyo, JAPAN
Idea Creation CHERRY Tokyo, JAPAN
Idea Creation 2 ADK CREATIVE ONE Tokyo, JAPAN
Production GRAND SLAM Tokyo, JAPAN
Production 2 PYRAMID FILM QUADRA Tokyo, JAPAN
Production 3 CONNECTION Tokyo, JAPAN
Production 4 PYRAMID FILM QUADRA Tokyo, JAPAN

Credits

Name Company Position
Fusanari Masuda CHERRY Creative Director
Takaaki Nemoto ADK Creative One Art Director
Shotaro Nieda CHERRY PR Director
Sakura Egami ADK Creative One Account Manager
Taiki Kawakami ADK Creative One Account Manager
Takeshi Sato Grand Slam Retoucher
Tateki Yoshida ONE Designer
Shota Kawano PYRAMID FILM Film Producer
Kentaro Osawa CONNECTION Film Director
Ayako Yamaguchi CONNECTION Post Producer
Hiroaki Sagara PYRAMID FILM Cinematographer
Junki Yoda PYRAMID FILM Production Manager
Shuhei Kanda PYRAMID FILM Production Manager
Tong Zhang PYRAMID FILM Production Manager
Tatsuya Abe PYRAMID FILM QUADRA Web Director
Kosuke Hayashi PYRAMID FILM QUADRA Digital Producer
Asuka Matsuoka PYRAMID FILM QUADRA Web Designer
Yuta Sumi PYRAMID FILM QUADRA Production Manager
Toyokazu Kawamura PYRAMID FILM QUADRA Mark Up Engineer
Yasuyuki Mishina PYRAMID FILM QUADRA Programmer

Background

The brief was to raise awareness toward the Earth’s environmental issues and to promote donations to WWF JAPAN, with low budget. And the target was all Japanese, whose donations per head toward environmental protection is extremely low compared to advanced countries (donations per household are 1/108 of western countries). WWF JAPAN was looking for a new solution that would raise awareness toward environmental issues and provide easier ways to make donations.

Describe the creative idea (40% of vote)

The concept was, “If wild animals could ask for help, they may upload selfies like these.” Against environmentally un-photogenic backgrounds, photos of animals from all over the world were uploaded on Instagram under the project name #ANIMAL_SELFIE. Although the “Selfies” were not shot by the animals, they were a message that the environmental issues are very real.

Describe the execution (40% of vote)

Posters were used at Cafe space Little Tokyo. All 32 animal photos used for #ANIMAL_SELFIE were rental photos, with cooperation from Getty Images. Photos with the right angle, lens, etc. that make them look like selfies were selected and digitally retouched. With high standards of craft, animal selfies were made with environmentally un-photogenic backgrounds. The fake selfies were able to make a powerful message, that the environmental issues of the habitat of wild animals, are very real.

List the results (20% of vote)

The campaign spread across various media with 37 million impressions in 3 weeks, reaching 30 million. Donations were 142% of the previous year. Posters were used at customs controlling illegal imports of wild animals, anime voice-over artists voluntarily uploaded their voices. A pet insurance company showed support, many schools used the visuals as teaching material, and the campaign even received Greenpeace approval, extending the value far beyond numbers. As a result, the selfie, a symbol of self-expression, also became a symbol for donations, lead to perception and behavior changes among the Japanese, and grew into a long-standing service.

Links

Social Media URL