Maryah Arangio
Art Director at True North Inc.
New York, United States
TitleRight Side Up
Agency
Campaign Right Side Up
Advertiser The Nature Conservancy
Brand The Nature Conservancy
Date of First Broadcast/Publication
Business Sector Environmental & Ecological Issues
Tagline When the Earth is Off Balance, So Are We
Story The challenge? To acquire one-time donors online for The Nature Conservancy. 
Philosophy We developed a targeted online acquisition program that included strategic media buys and a brand new creative campaign. The flash and static ad concepts ranged from organic illustrations to beautiful photography and presented the problems facing nature with a direct appeal for a one-time contribution. 
Problem TNC had not been able to make online fundraising work successfully. 
Result Our campaign returned groundbreaking results and proved online to be a viable source of donations for The Nature Conservancy. 
Media Type Web Advertising/Banners
Copywriter
Art Director
Account Director
Account Supervisor
Other
Creative Director
Chief Creative Officer

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