Sex is a natural part of life that advertising largely ignores because it's not 'clean' or 'safe' enough for many brands, but the DDB New York has thrown caution to the wind with a new campaign for the Wildlife Conservation Film Festival, which hinges on a humorous animated film and e-commerce site showing animals getting it on in some rather inventive ways. The WCFF is an organisation that supports the protection of global biodiversity by producing signature events to showcase the independent films from around the world that cover topics across the fields of natural history and the conservation of biodiversity.
The Festival's films connect the dots between saving species from extinction and preserving the Earth's precious resources of food, water and clean air. Founded back in 2010, the Festival attracts international audiences of all ages, and is a must-attend event for thought leaders in biodiversity, film and major conservation organisations, providing a unique setting to interact directly with conservation experts and filmmakers, often via one-on-one conversation.
“We needed to create something both provocative and fun that would compel young people to engage with WCFF and take action”
As part of the festival's work towards promoting biodiversity, the organisation has launched a new brand created by DDB New York. “Endangered Love” aims to engage young people on the fight to save endangered species and raise awareness and funds to the cause. This initiative marks the first work for WCFF after appointing DDB New York as its pro bono agency of record in March of this year. Instead of simply creating a campaign that encourages donations, Endangered Love takes a more forward approach to raising awareness around WCFF's cause, with the simple insight that the most effective way to avoid extinction is having sex.
I Just Had Sex (feat. Pandas) by the WCFF
Via an e-commerce website, the brand has launched an array of merchandise depicting humorous, and slightly risqué illustrations of rhinos, pandas, sloths and gorillas procreating Kama Sutra-style for the continuation of their species. Products range from clothes, accessories, original art work and a series of books (Panda Sutra, Sloth Sutra etc.) with all proceeds being directed to the conversation of pandas, sloths, rhinos and gorillas through WCFF. Also, the brand is being launched with an online animated music video that parodies the Lonely Island song, “I Just Had Sex,” with pandas! The two minute long music video shows pandas celebrating the act of procreating in a humorous way. A series of print ads are also being launched on Vice Magazine and Metro NYC.
“Our goal was to raise awareness for species that are going extinct and encourage people to fund a cause that is essential for the future of the planet”
Icaro Doria, Chief Creative Officer of DDB New York, said: “Surprisingly enough, it's very difficult to get young people to engage and help out nature conservancy non-profits. Our goal was to raise awareness for species that are going extinct and encourage people to fund a cause that is essential for the future of the planet. So, what better way to grab attention than to provide humour and joy to a serious global issue?” WCFF Founder and CEO Christopher J. Gervais, added: “We needed to create something both provocative and fun that would compel young people to engage with WCFF and take action. With this animated film and website, we are confident that Endangered Love will have a positive impact on our organisation and the cause. Our hope is that by shopping, gifting and sharing, the only thing going extinct will be the missionary position.”
DDB New York first launched its exciting new partnership with WCFF last month with an extensive rebranding, including a new logo and social presence. In addition to producing creative campaigns for the organisation going forward, DDB will work with WCFF to encourage attendance to its flagship event in New York City this October.