Saatchi & Saatchi (Mars) - The Lion Share
Rather than simply asking for donations, the campaign turned corporate advertising into a sustainable funding model for wildlife protection. It smartly leveraged the power of brands that benefit from animals in their ads to give back to nature.
The campaign created a direct link between advertising and wildlife conservation, making brands accountable for the impact of using animals in their marketing. The collected funds were used to support global conservation efforts.
- global Brands and Advertisers
- corporate social responsibility (CSR) advocates
- Environmentalists and conservation groups
- consumers who support ethical and sustainable initiatives
TARGET AUDIENCE
About the
Campaign -
Rather than simply asking for donations, the campaign turned corporate advertising into a sustainable funding model for wildlife protection. It smartly leveraged the power of brands that benefit from animals in their ads to give back to nature.
Core Theme of the Campaign -
1. Innovative Funding Model e� The campaign introduced a unique way to generate conservation funds by linking advertising budgets to wildlife protection.
2. Big Brand Participation e� Companies like Mars, Coca-Cola, and other global brands joined the initiative, amplifying its impact.
3. UN Partnership e� The campaign was supported by the United Nations Development Programme (UNDP), giving it credibility and a wider reach.
4. Animal Welfare Advocacy e� It highlighted the fact that while animals appear in ads worldwide, they rarely benefit from the profits, creating awareness around this issue.
5. Corporate Responsibility e� The campaign encouraged businesses to align their marketing efforts with sustainability and ethical advertising practices.
6. Massive Conservation Impact e� Funds raised were used for wildlife preservation, habitat protection, and anti-poaching efforts globally.
7. Emotional Appeal e� By using powerful storytelling and visuals, the campaign connected with audiences on both a logical and emotional level.
8. Sustainable Movement e� The Lion Share wasnt just a one-time campaign; it aimed to create long-term change in how brands approach advertising and conservation.