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Award: Wood Pencil

Wood Pencil / Mobile Marketing / Mobile Adverts / 2015

Images sent through Snapchat are automatically erased after a maximum of just 10 seconds. So, Snapchat proved the perfect platform to allow 41? 29! to reach young people on behalf of WWF, and raise awareness for its work to help endangered species. The campaign used the selfie to show endangered species disappearing before our eyes. Those that followed WWF on Snapchat received shots of endangered orangutans, gorillas, tigers, polar bears and giant pandas, accompanied by a potent message and a call to action, requesting that recipients donate, adopt, or share a screenshot on social media, fuelling awareness of the campaign. Through the #LastSelfie campaign, 41? 29! turned the millennials' favourite platform into an active channel for a positive cause.

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