World Wildlife Fund
Heart of the Wild
Client: World Wildlife Fund Canada
Agency & Production: Loop Media
Context
WWF Canada needed to raise funds during the crowded holiday season while reframing gift-giving as something meaningful rather than transactional.
Approach
The campaign centred on unscripted moments with children speaking about the animals they love and why protecting them matters. By placing children’s instinctive sense of care at the heart of the storytelling, the work reframed symbolic adoption as an act of empathy and hope across broadcast, digital, print, and out-of-home.
Outcome
The campaign drove symbolic adoption sales during the holiday season, increased donor engagement, and strengthened WWF Canada’s emotional connection with the public.