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Four Paws – A Digital Campaign With A Twist

Four Paws
Concept , Creative Direction , Branding , Design , Illustrations , Photography , User Research , Technical Strategy , Development
2 x CCA Gold

An Innovative Twist On Charity Campaigning

International animal welfare organisation Four Paws wanted a new online approach to tackling the illegal trade in tigers. Over 90 percent of the world’s tigers have already been lost, with fewer than 4,000 estimated left in the wild. We decided something as ruthless as the illegal tiger trade means getting ruthless with your audience.

Introducing: Ruthless.

We created a brand from scratch selling fictional products such as ‘Tiger Bone Wine’ and ‘Tiger Potency Liquid‘, creating an online presence that could seamlessly integrate with social media and maximize the impact of this important message.

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We researched user behaviour to work out the best path through the site. Ultimately clicking on the dummy products sneakily redirects users to a Four Paws site revealing the ugly truth behind the campaign. 

Ruthless attracts, intrigues, surprises - and in the end informs users about the important tiger trade petition. All our nicely packaged fake products are a sad reality in Europe - upon click in the Ruthless shop users get to learn more about the tiger trade business and how they can get active and support Four Paws. 

Our goal was to gain people's attention by creating a visually beautiful brand that represents the clean aesthetics of lifestyle and health products.

Manuel Haring emoji Manuel Haring Design Director

The campaign also extended out beyond the web. A parallel social media campaign was conceived and a pop-up stand went up in a mall in Hamburg, running with the idea of confronting audiences with the cause where they least expect it - while shopping, online or otherwise.

Design Leads
Matthias Mentasti , Thomas Lichtblau
Tech Leads
Thomas Ragger , Moriz Büsing
Project Managment
Suzana Orsolic
Design & Photography
Manuel Haring
Stefan Göllner
Back-end Development
Web & Co