FORD Wildlife Foundation Campaign

Description of Brief:
Conservation is an incredibly important practice, which at times, does not receive as much attention as it should. As such, for this project, I was required to partner with a brand who has a history of conservation and create an ad campaign which effectively promoted the need for conserving our natural world. For this project I partnered with the Ford Wildlife Foundation to tackle animal conservation. From my research I saw that the main issue with many conservation advertisements is that they consistently promote the same message in a way that does not provoke excitement, and thusly, a connection is not fostered between the target market and what the brand is trying to achieve.
Objective:
The objective of this campaign was then to create a conservation campaign that was different from the rest, one that sticks out in a person’s mind, to ensure that the importance of conservation is never forgotten.
Insight:
So how did I achieve this? From my research I saw that one of the main contributing factors to people wanting to conserve wildlife is that they want the next generation to have the same experiences as they did when they were growing up, and as such, my insight was that parents want to have shared experiences with their children in order to ensure a continuous, shared connection.
Concept:
From this insight I then decided on the concept of “It’s a Jungle Out There, Let’s Keep it That Way”. This concept not only speaks to the consumer’s wanting to have their children experience the same excitement that they did, but also provides a sort of relatability by comparing annoying, everyday actions such as sitting in traffic, to a more exciting world where animals are abundant. By using this comparison, the concept is sure to sit in the consumer’s head for a longer period of time, as it promotes just how boring life would be without animals.