Social Advertising Campaign Aimed at Preservation of Sturgeons
"2006 without Caviar"

Air Period

January - May, 2007

Client

World Wildlife Fund (WWF)
WWF Russia

Campaign Goals

Decrease of the consumer demand on black caviar in order to cut the commercial offer and to stop fishery of wild sturgeons for black caviar.

Target Audience

Consumers and potential consumers with different lever of income.

Proposed Solution

Every grain of row can become the last one. Every sandwich can change the fragile balance in nature and the situation will go out of control forever. We will fail to preserve sturgeons. In order to protect sturgeons we must decline consumption of caviar until the population of sturgeons is restored completely.

The story is a metaphor of the process of extermination of sturgeons. The audience is offered to imagine that only one grain of row is left in the whole world and it is threatened with a great danger in the shape of a huge fork. The video story is built as a hunt of the gigantic fork for the defenseless grain of row where an embryo of the last sturgeon is developing.

The campaign is aired on TV, OOH, press, radio and the internet.

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