TBWA\Paris

Highlighting Biodiversity with Nesting Dolls

Recognition

• ADC: Bronze
• Communication Arts Illustration: Award of Excellence
• Cannes Lions: Gold
• D&AD 2024: Two awards
• Grand Prix Stratégies 2024: Silver

Umbrella Species – WWF France

World Wildlife Fund (WWF) is well known in France for its efforts to protect nature. However almost half of French people cannot define the organization’s scope, or its impact on biodiversity. To honor WWF’s 50th anniversary, generate donations and raise awareness of its efforts, TBWA\Paris deployed a campaign using nesting dolls to educate the public about “umbrella species” (animals with large habitat ranges) and drive home the message that by protecting one species, we can protect thousands. Conservation efforts for umbrella species can also protect flora and fauna in the same ecosystem. For example, efforts to protect African elephants may also benefit western gorillas, bongos and grey parrots.

Real nesting dolls were developed with the outer layer representing an umbrella species and inner dolls symbolizing additional species protected. The dolls were sold during the holiday season and portrayed in an immersive virtual gallery on social media and billboards all over France.

TBWA\Brazil

Encouraging Farmers and Consumers to Embrace Sustainable Agriculture

AWARDS

• Clube de Criação Festival: Bronze
• Effie Awards Brasil: Silver
• El Ojo de Iberoamérica: Two Bronze awards

50/50 – Camil

Rice and beans is a staple Brazilian meal, traditionally enjoyed five to seven times a week and recognized for its nutritional value. However, in recent years, bean consumption dropped as rising costs, complex preparations and long cooking times were at odds with consumer lifestyles. TBWA\Brazil partnered with Camil, one of the largest consumer goods companies in Latin America, to boost the sale of beans.

Camil proposed an agreement with growers that would guarantee equitable investments and access to resources for rice and bean growers. In turn, growers promised responsible production in line with Camil’s zero-waste and pesticide-free practices. With suppliers onboard, Camil launched a 50/50 Pack to sell equal portions of rice and beans and sparked conversations on social media about the best way to prepare the dish. Consumers and media chimed in, debating which of the two foods should serve as the base or topping of their meals. The 50/50 campaign successfully boosted bean sales by nearly 25%.

The Floating Boat

One of Europe’s leading green-energy operators, E.ON, partnered with artist Domenico Pellegrino and BBDO to launch a high- impact climate awareness initiative on Lake Garda. The project centered around a striking visual installation: A boat suspended 75 centimeters above the water, representing the lake’s average water loss over four years as a result of climate change. Supported by an integrated multichannel campaign, including earned media, public engagement activities and digital outreach, E.ON’s installation sparked nationwide social and traditional media attention. E.ON Italy also organized a flash mob near San Biagio Island, with employees and members of the local community forming a human chain to represent that each individual plays a role in making more sustainable choices. The initiative raised awareness of water scarcity, inspired collective climate action as part of the #MakeItalyGreen movement and positioned E.ON as a leader in sustainable communication.