That’s the reason why we decided not to buy any media. Instead, we took Greenpeace's membership database to show them the problem right away inside their inbox mail.
Our main character was “Lala”, an albino precious python that was captured in India and has the honor to be one of the biggest specimen of her kind in the world.
The email once opened, promises to show you the snake’s length in its full astonishing beauty, but it ends up opening your eyes to the sad ending that actually awaits for species like these.
We aimed to achieve the highest impact out of a low cost action by placing the most weight over the conceptual power of the ad.
In that sense, not only we did minimize the cost, but we barely had any. We communicated in an impacting, creative way our message by using such an affordable and common method as the email.
