The Client

The World Wildlife Fund is a global organization focused on education and nature conservation.

The Challenge

For this spec, I created two alternate ads to test against each other. These advertised the Adopt a Capybara symbolic adoption on the WWF store. WWF’s symbolic adoptions are donations that come with different rewards depending on how much you give. The $25 option comes with a photo of the animal you chose and an adoption certificate. The $60 option adds on a plush version of the animal for you to ‘adopt’ and a WWF gift bag. The $100 option includes an additional gift box.

The Approach

I reviewed WWF’s current ads and their brand voice first, before moving on to brainstorming topics about capybaras that were funny, relatable, or educational. I researched interesting facts about them to use as additional topics. I picked the two strongest and checked to see if the clips the ads would need were available on stock websites. I double-checked the specifications for Instagram feed ads, and then wrote out the copy for each.