A brown bear that stands for the campaign of the Four Paws for the rescue of bears

30th anniversary FOUR PAWS

Playing with emotions

Challenge

On the occasion of its 30th anniversary, we conceived a cross-media campaign for the rescue of the bears for FOUR PAWS. With the guiding principle "no life - one life" it was our task to create awareness for the topic of bear destiny and bear rescue and to inform the target group about the history of the topic.

Design & Build

The core of the cross-medial media mix was the mobile implementation using the HTML5 Wipe Ad: The user is requested to wipe the cage away and free the bear - and thus becomes actively part of the solution himself. The goal was to grab users emotionally and reach their hearts. For desktop, interactively via mouse-over, infoscreen and digital city lights, a morphing effect was used - the trapped bear transforms into a rescued bear

Conclusion

With the deliberate placement of the digital city lights, the campaign achieved an enormous reach. Impressive images and a self-explanatory headline increased the recognition value and set a strong emotional signal. The approach of a cross-medial media mix supported that the distribution of advertising material complemented and strengthened each other on different channels.