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Award: Graphite Pencil

Graphite Pencil / Direct / Art Direction for Direct / 2015

New Zealand's largest independent conservation organisation Forest & Bird protects the country's native species and wild places. They receive no government funding, relying solely on membership fees and donations. To entice new members, Ogilvy New Zealand gave a clear visual demonstration of the difference a donation of just $5 can make. Print ads invited readers to place banknotes on the pages and restore endangered species back to their natural environments. To target those with higher disposable incomes, Ogilvy also ran $10 and $50 versions of the ad, encouraging larger contributions.

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