WildAid needed a campaign to convince outdoor companies to give them the free placements they have while waiting for paid ads. So, I strategized and concepted a fun, compelling, sticky idea to make them the choice outdoor companies preferred, all while giving Gen Z a reason for reducing consumption.

Taking advantage of a Gen Z social media meme idea and capturing it for our purposes we gave permission to use the environment as your excuse to not go to that destination wedding you didn’t want to go to anyway, or not dress up, or not go all the way out to Bushwick when you really want to stay home on the couch.

The campaign was a huge success, with outdoor companies using as their favorite free placement holder, garnering tons of free media for WildAid. It was so successful it got extended it into digital, print, video, as well as instructional videos and influencer campaigns. Overall a huge win for the environment.

***The campaign was taken internally for most of the execution (to less than the quality level I’d have held it to…) but the strategy, positioning and fun of the idea is something I’m very proud of.