Title | Right Side Up |
Agency | True North Inc. |
Campaign | Right Side Up |
Advertiser | The Nature Conservancy |
Brand | The Nature Conservancy |
Date of First Broadcast/Publication | 2012 / 5 |
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 | Caroline Blanzanco |
Art Director | Maryah Arangio |
Account Director | Matthew Brown |
Account Supervisor | Meghann Kelley |
Other | John Como |
Creative Director | Daniel Brown |
Chief Creative Officer | Tom Goosmann |