Forever Wild: YouTube Intervention

Brief:
Rhinos will be extinct within 10 years due to the escalating illegal international trade in rhino horn. Forever Wild, a non-profit initiative with no budget, wanted to convey how critical the rhino poaching situation is, and get people from around the world to sign their petition that would be presented to the US Congress.

Solution:
Our insight was that people say they have no time for serious stuff, yet they spend hours on silly online distractions. So we created “YouTube Interventions” – over 60 YouTube clips that were remixed versions of frivolous trending videos (and some classics). Targeting people who actively searched for stupid viral videos, these Trojan Horses forced them to confront the reality of how they spent their time online.

Results:
We gained over 300 000 YouTube views, over 11 000 Facebook likes, and petition signatures increased by almost 400%, enough to present a strong case to Congress later in 2012. And all this with $0 spent.

CREDITS

Campaign Name: YouTube Interventions

Agency: Ogilvy Cape Town

Creative Director: Chris Gotz

Copywriter: Sanjiv Mistry

Art Director: Prabashan G. Pather

Social Media Manager: Chris Rawlinson

Agency Producer: Iris Vinnicombe
Rhino Footage courtesy of greenrenaissance.co.za
Editor: Craig Glenday, Ric Shields

Digital Producer: Nicky van der Walt

Director: Ian Chuter

Voice Artist: Adam Behr