The Chinese pangolin is on the edge of extinction. Its scales are made of keratin – the same substance that makes up human nails – and are often used in traditional Asian medicines. RAPP China joined forces with World Wildlife Fund (WWF) to help protect this critically endangered mammal.
Partnering up with huge tech firm Tencent, we created a fully integrated marketing campaign, including an interactive website, extensive digital media exposure, offline ads and a fully immersive installation. All channelled the key message: ‘Protecting the pangolin is like protecting our nails’. Celebrities and experts endorsed the campaign by co-creating a video, hand painting pangolin models for the installation, and designing nail art for anyone who pledged to help protect the pangolin.
The year-long campaign won the Tencent Public Welfare Award and was hailed by the WWF as a “brilliant” and “creative” way to spread awareness of the plight of the pangolin and help to protect biodiversity.