Strategy Magazine / The Message
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 cute as fuck. But what about all the other animals? The spiky ones? The slimy ones? Who's looking out for them?
That got us thinking. And laughing. So we proactively approached World Animal Protection with an idea to get people to help all animals, all around the world.
Even the ugly ones.
We created profiles for our ugly animals on the most beauty-obsessed app in the world.
And applied super-cute filters on social media.
ECD: Steve Persico
AD: Justin Tabakian