We knew we wanted a campaign and approach that aligned with the brand’s goals; to be disruptive and encourage change. With this willingness to stand up for their values, we knew we could broach a topic within a strategy that was timely and challenged perceptions.
The then American President, Donald Trump was openly making questionable comments around climate change, many of which were not welcomed by climate activists. This was our hook and we knew we could do something in line with this to capture press attention and drive links for EnviroBuild.
Through a collaborative ideation session with the client, we identified an opportunity with the Rainforest Trust. The trust was auctioning the naming rights to a newly discovered caecilian, a type of Panamanian amphibian.
The worm, characterised by its tendency to burrow its head into the ground and only see the world only in black and white, among others, made for a fitting comparison to the then president and his attitude to climate change.
We purchased the naming rights to the new species and named the worm after Donald Trump – Dermophis donaldtrumpi.