Arctic Home: Coca-Cola & 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.
This award-winner video leveraged documentary film company MacGillivray Freeman Films’ breathtaking footage of the Arctic and polar bears to tap into consumers’ emotions to encourage them to support the cause. Judges were captivated by the stunning footage and felt this video matched well with the tone and depth of the overall campaign.
