Digital
#LastSelfie — Gorilla
WWF · 2014
- Agency
- Grey
- Campaign
- #LastSelfie
Analysis
WWF used disappearing Snapchat images to explain the threat of extinction. A gorilla asks the viewer to save a screenshot before its image disappears.
“better take a screenshot this could be my #lastSelfie”
Platform behaviorUrgencyAnimal perspective
Why it worked
The close portrait makes the animal the speaker rather than a distant statistic. Snapchat’s disappearing format gives the request a deadline. Saving the image becomes a small response to a much larger risk. The membership message connects that moment of concern to a way to help.
Lesson
Use a platform’s normal behavior to make an abstract threat easier to understand.