Title: Heart of the Wild
Client: World Wildlife Fund Canada
Agency & Production: loopmedia
Role: Creative Director (co-led with Craig Kirkham)

Problem

WWF Canada needed to raise funds during the crowded holiday season while reframing gift-giving as something meaningful rather than transactional. The challenge was breaking through holiday noise to create an emotional connection that could motivate symbolic adoption without relying on guilt or fear-based messaging.

Solution

As co–Creative Director, I led campaign concept development in close collaboration with Craig Kirkham, establishing an approach grounded in emotional honesty rather than explanation. The work focused on unscripted moments with children, allowing them to speak candidly about the animals they love and why protecting them matters. By placing children and their instinctive sense of care at the heart of the storytelling, the campaign reframed symbolic adoption as an act of empathy and hope, carried consistently across broadcast, digital, print, and out-of-home in both English and French.

Results

• Successfully drove symbolic adoption sales during the holiday season

• Increased donor engagement through emotionally resonant storytelling

• Strengthened WWF Canada’s brand visibility and emotional connection with the public

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