Make a Difference
Yellow Pencil / Direct / Direct Response/Press & Poster / 2015
New Zealand's largest independent conservation organisation Forest & Bird protects the country's native species and wild places. They receive no government funding, relying solely on membership fees and donations. To entice new members, Ogilvy New Zealand gave a clear visual demonstration of the difference a donation of just $5 can make. Print ads invited readers to place banknotes on the pages and restore endangered species back to their natural environments. To target those with higher disposable incomes, Ogilvy also ran $10 and $50 versions of the ad, encouraging larger contributions.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.