The activity, created by Kitcatt Nohr Alexander Shaw, aims to raise awareness of the decline of the polar bear's natural habitat.
The agency was briefed to develop an acquisition campaign to drive polar bear 'adoptions' as part of WWF's wild animal adoption programme. The film will be hosted on YouTube, and an email will be broadcast to WWF's supporter base, encouraging them to share the film across social media platforms.
The film shows footage of a polar bear and her cub standing on an isolated piece of ice, set to Ella Fitzgerald's version of Ev'ry Time We Say Goodbye.
The campaign strapline is; 'Are you ready to say goodbye to the polar bear? Please adopt a polar bear now.' Viewers are then directed to , where they can 'adopt' a polar bear.
This campaign is part of an ongoing WWF initiative called ‘Keep the world wild', which aims to boost awareness and publicise the plight of threatened species and habitats around the world, and raise £3m to support projects.
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