Arctic Home: The Coca-Cola Company and World Wildlife Fund
The ‘Arctic Home’ campaign was created in partnership with the World Wildlife Fund (WWF), to raise awareness of the polar bear’s plight and generate public funding for its protection.
Starting with WWF’s vision to help protect the polar bear’s Arctic home, Coca-Cola made an initial $2 million donation to the cause and agreed to match consumer donations up to $1 million through March 15, 2012.
A massive cause marketing effort by any measure, Arctic Home was a full-scale, deeply integrated program that reached target consumers through traditional and digital advertising, comprehensive media outreach and partners, stakeholders, company associates and customers.
The winning print ads shown below created awareness of the program by providing facts about the polar bear that created an emotional connection. The ads leveraged beautiful photographs of the polar bears in the Arctic along with interesting facts tied to the idea of “home” in order to encourage participation.
Judges admired the high quality photography and simple yet powerful messaging used to portray the polar bear’s plight.
