WWF: Don't Be An Animal
This campaign encourages consumers to shop responsibly by supporting cruelty-free leather brands instead of purchasing real leather.
The phrase "don't be an animal" serves as a double entendre which conveys the message of not being cruel as well as to not wear the skin of animals as if it were your own.
The style of the video takes after fashion ads as a form of stopping power. It serves as the hook that captures people's attention before directing their focus to the real issue at hand.
Creative Strategy, Creative Direction, Art Direction, Copywriting, Graphic Design
