CRAVE™ - PROTECT THEIR NATURE
Winner
Excellent Communications Design
Brand Identity
Details
Protecting species together: with the goal of protecting the habitats of endangered species and thus biodiversity, Mars Inc. founded The Lion's Share with the United Nations Development Programme (UNDP), among others. The initiative asks companies to donate 0.5% of their media spend to the UNDP for each of their commercials that feature animals, in order to actively support species conservation. CRAVE™ creates awareness of The Lion's Share's cause in a 360° campaign.
The Jury‘s Statement
The initiative "The Lion's Share" wants to strengthen the protection of species in cooperation with the pet food brand CRAVE. The 360° campaign launched for this purpose advertises emotionally with the appeal "PROTECT THEIR NATURE" and manages to arouse curiosity in terms of form and content and to raise awareness of the issue.
