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WWF and TBWA\Paris Send Travel Instagramers To Amazing Places That No Longer Exist

The Sustainability Channel 276 Add to collection

Environmentally conscious initiative aims to save the world's most beautiful places

WWF and TBWA\Paris Send Travel Instagramers To Amazing Places That No Longer Exist

Since the mid-20th century, human behaviour has been deeply impacting the environment. Some of the most precious natural wonders have already disappeared because of our actions.

Changing our attitude is an emergency more than an option.

For the planet they are going to leave to their own children, millennials must join this battle more than any other.

To encourage them considering even more seriously the environmental protection as a real fight in which they have to take part, we chose to let the ones they listen to and follow explain concretely the real problem.

 Introducing : TooLatergram

The first social activation promoted by travel instagrammers that simulates travels among amazing disappeared landscapes.

We used pictures from devastated paradises and virtually cleaned them thanks to image retouching softwares.Famous travel igers were then invited to post those landscapes pics on their instagram accounts, just as if they were actually visiting those places.

Instagram made from those forgotten places a reality for the followers... at least for a while.

1st step of the set-up : targeted instagramers posting a picture of a heavenly place. Thousand of followers wishing to be there too : « Beautiful ! » « Wow, stunning ! ».

A few days later : instagramers posting a picture of the current situation at the exact same place. A beautiful beach in Thailand becomes one of the most polluted beaches in the world, the Great Barrier Reef superbly colored turns out to be ravaged by coral bleaching…

This revelation picture comes with the message:

Unfortunately, you won’t be able to visit this place anymore. #TooLatergram But there are still places that need our help to be saved.

And we must rise before the tide does.

view more - The Sustainability Channel
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Client

Advertiser: WWF - #TooLatergram

Creative Agency

Creative Agency: TBWA/Paris

Copywriter: Charlotte Rouart

Art Director: Renaud Arnaudet, Quentin Jacquemet, Alexandra Fremin (Asssistant)

Executive Creative Director: Benjamin Marchal et Faustin Claverie

Chief Digital Officer: Anthony Hamelle

Account Management: Catherine Michaud, Charlene Kin, Manon Lapeyre

Client Servicing: Jacques Olivier Barthes, Michael Neveu, Camille Richer

Data & Analytics : Basile Viault (Chief Data Officer)

Global Chief Learning & Engagement Officer: Kathryn Kuhlman

Categories: Government, Corporate, Social and PSAs

TBWA Worldwide, Tue, 03 Apr 2018 17:03:09 GMT