WWF
Increasing donations on previous years campaign
For WWF’s 2024 Christmas campaign, I created a suite of digital and press assets to promote animal adoptions as alternative Christmas gifts.
- Digital Banners: Designed engaging ads for websites and social media, highlighting the emotional appeal of adopting an animal.
- Digital Out-of-Home Ads: Produced attention-grabbing creatives for London Underground.
- Press Ads: Developed impactful full-page ads for for The Guardian and Telegraph.
Photography taken in London Underground
Give a gift that lasts
WWF needed a compelling Christmas campaign to increase donations for their most vulnerable animals. The goal was to create an emotional connection with audiences seeking thoughtful, ethical gifts during the festive season, particularly at a time when many were looking to give with more meaning and impact.
I was responsible for leading the end-to-end creative design delivery across multiple high-visibility platforms, ensuring the campaign remained impactful, brand-consistent, and effectively targeted both new and returning supporters.
Working closely with the brand and creative teams in London, we identified key media channels to maximise reach and engagement. These included placements across the London Underground and national broadsheet newspapers, chosen for their ability to capture attention in high-traffic environments. I designed a suite of static and animated banners for social media, liaising with the technical team in Edinburgh to ensure smooth delivery and implementation.
To enhance digital engagement, a voiceover artist was sourced for use in video content, aligning the creative with platform guidelines and audience behaviours. For the print side, I collaborated with a copywriter, artworker, and media agency to develop bespoke ads tailored to each publication’s requirements. I also managed feedback rounds to refine copy and visuals, ensuring cohesion across every touchpoint.
The result was a measurable increase in donations compared to the previous year’s campaign. The strong performance not only supported WWF’s fundraising goals but also helped strengthen client relationships and possibly secure future campaigns.
