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WORLD ANIMAL PROTECTION
UGLY ANIMALS
They may not be pretty.
They may even be poisonous.
Or loud.
Or kinda dumb.
But dammit, still they still deserve love.
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?
So we approached World Animal Protection with an idea to get people to help all animals, all around the world.
Even the ugly ones.
The campaign resulted in a 202% increase in donations, the largest in the history of the charity.
We made Tinder profiles for our ugly animals and applied cute animal filters to them on Instagram.
Agency: Leo Burnett Toronto
ECD: Steve Persico
AD: Justin Tabakian
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