Project: Summer Appeal
Media: Direct mail, email, digital
Scope: Copywriting, art direction, creative direction
This work ran exactly as originally pitched, and led to the agency being placed on the WWF roster without a new pitch. The approach was to appeal to both cat and dog lovers, building on the intrigue of the outer into the full story of how a Belgian Shepherd dog called Murray had been trained as a canine crime-fighter in the battle to stop tiger poaching.
The pack mailed in Summer 2015 and has to date raised over £250,000.