WWF Korea partners with Cheil Worldwide Seoul to protect the homes of endangered wildlife

WWF Korea and Cheil Worldwide Seoul are raising awareness of the importance of protecting endangered wildlife habitats via this ‘ANISTAY’ campaign.

With World Animal Day on October 4th as momentum, the latest campaign of WWF Korea presents a fresh and convenient way to help protect wildlife habitats – by making a reservation for a room via the accommodation booking platform. The campaign is titled ANISTAY which is a portmanteau of words ‘animal’ and ‘stay.’

When people search for keywords related to a region in Korea on the online booking platform for accommodations, nearby habitats of endangered animals appear together in the search results.

Once people click on one of the habitats, they can find more detailed information about the endangered animal and its natural surroundings and make donations by booking a room at the endangered animal’s house.

Habitats of Korea’s five endangered animals, including the Black Woodpecker, Asiatic Black Bear, Otter, Sea Turtle, and Honeybee, were registered on the online booking platform.

People could choose their amount of donation starting from 2,820 Korean won ($2). The number 282 reflects the total number of endangered wild animals in Korea as designated by the Ministry of Environment. The full amount of the donation will fund WWF’s activities focused on endangered species protection and habitat conservation in Korea.

The ANISTAY campaign resulted in more than 100,000 people visiting the campaign’s online page.

“Conservation activities are urgently needed to restore biodiversity. Love it or we will lose it,” said Park Minhye, executive director of WWF Korea. “With the ANISTAY campaign, we look forward to raising public awareness on Korea’s diverse endangered animals and their habitats.”

“ANISTAY campaign started from understanding that the basis of protecting endangered wildlife begins with conserving their habitat,” said Dahoon Son, Account Executive at Cheil Worldwide. “We wanted people to have a unique experience of reserving accommodation where the wild animals are the owners to increase people’s interest and participation in protecting habitat.”

ANISTAY campaign ran across social, OOH, and owned channels of WWF Korea from September 27th to October 24th.

Credits
Campaign Title: ANISTAY
Client: WWF-Korea
Executive Director: Minhye Park
Marketing Director: Jungho Song
Project Manager: Jean Kim
Creative Agency: Cheil Worldwide
Creative Director: Kayoung Seo
Art Director: Wijeon Lee, Ajin Lee
Account Director: Wonjun Jang
Account Executive: Eunhye Jo, Dahoon Son