While the concept might seem easy, for its new campaign, WWF partnered with 9 popular Instagrammers, who posted photos of scenic destinations around the world.
There were immediate results from the Instagram community, who started to like, then over like, comment and regram these beautiful scenes offered by their favourite travel influencers until the truth was restored.
An easy concept you said? To set-up was not too difficult but the result of this work is definitely not easy to get.
Indeed, hidden behind these scenes was the ugly reality of our nature. Bye bye, heavenly destinations, hello pollution, climate change and destruction, these landscapes no longer exist, too bad, too late to post on your feed.
Surfing on the FOMO vibe (Fear Of Missing Out), TBWA beautifully showed how Instagram and its users can be superficial and attracted by the “culture of the beautiful”. People always want to be somewhere else, wherever the hottest travel destination is and are never get satisfied with what they have. Most liked posts on social media are “beautiful” people showing their “beautiful” bodies in amazing locations and if you want a bit more likes, add a kitten or a puppy. Real life has become something you don’t show anymore as it’s never enough to make people envy you. Let’s be honest, the best performing posts are those where 95% of the comments are things such as “wish I was here”, “I’m so jealous!”.
This campaign shows how beautiful pictures on the internet can trick people, how a photoshopped visual can fool a big group of people and how a buzz can be based on the fake.
Moreover, with the possibility to create your own hashtags, there is always a good reason to post your life and show off on social media: #tbt #fbf #latergram… We spend so much time focusing on a biased reality to get likes from people we don’t even know that we forget to look at what is really happening around us.
This initiative is highly creative as it allows WWF to reach a younger audience by speaking to them directly on the social platform they use daily. The younger generation indeed became less receptive to awareness messages from the organisation while they are the key to a better future for our planet.
#toolatergram couldn’t be a more powerful message as it speaks for itself and is now being used by more and more to spread the word of WWF. I truly hope this campaign opened the eyes of the less sensitive to climate change and pollution and will make people take a step forward for a big change.
The campaign in a few words:
TBWA and WWF approached 9 influencers.
Theses influencers posted pictures of beautiful destinations getting comments such as: “wow beautiful”, “gorgeous!”
The post was actually a carousel showing the “beautiful” photoshopped scene and the second was the reality.
Why 9? Each of these influencers posted 9 of the priority areas for which WWF fights. But 9 is just a small part, check out the rest of them here.
The voices of #toolatergram:
– Sylvain Schots, @nomadnocry
– Teddy Verneuil, @teddy_bear_photos
– Romain Leclerc, @nvmero
– Guillaume Ruchon, @guiruch
– Little Gipsy, @littlegipsyblog
– Charlène, @charlenedesdoits
– Joanna Lemanska, @misscoolpics
– Mary Quincy, @maryquincy
– Capra311, @capra311
The brains behind it:
Client Team: Jacques Olivier Barthes, Michael Neveu, Camille Richer
Account Management: Catherine Michaud, Charlene Kin, Manon Lapeyre
Executive Creative Directors: Benjamin Marchal et Faustin Claverie
Creative Director: Jacquelin Guillaume-Duverne
Copywriter: Charlotte Rouart
Art Director: Renaud Arnaudet
Art Director assistants: Quentin Jacquemet, Alexandra Fremin
Chief Digital Officer: Anthony Hamelle
Chief Data Officer: Basile Viault
Engagement Manager: Kathryn Kuhlman
– Lisa Tonelli (Art Director)