When bushfires ravaged Australia in January 2020, koalas and kangaroos became the poster animals of the disaster. And it's easy to see why: they're a bunch of cutie patooties. But what about the ugly ones? Who's looking out for them?
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So we approached World Animal Protection with an idea to get people to help all animals, all around the world. Even the ugly ones.

We created a set of cheap TV spots using only stock footage—recognized by The One Show and LIA in the <$50K category—along with wild postings. 

Of course, we had to put our ugly animals on the most superficial corners of the internet: social media and dating sites. On Instagram, we gussied up the animals with adorable filters like puppy snouts and koala ears. (Lipstick on a pig—literally!) We even created dating profiles for our ugly animals on Tinder. 
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The campaign resulted in a 202% increase in donations, the largest in the history of the charity, and inspired the National Geographic documentary show "Underdogs," starring Ryan Reynolds on Disney+.