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Agency Arnold is launching a new global campaign for World Wildlife Fund (WWF), featuring the debut of the adorable Lin the Pangolin!

Arnold and WWF are launching the Save The Pangolins campaign (#SaveThePangolins) by introducing an animated and ambitious pangolin named Lin, who encourages people to help it star in a movie so it can raise awareness around the endangerment of the pangolin species. According to Lin, “If I become famous, pangolins will become famous... People will care about us!”

Lin’s story is brought to life through a series of creative assets including a 60-second hero film, during which it calls on the audience for their support. Additional creative assets include a :30 film for online video and TV, digital banners and GIFs for digital and social media. All ads direct people to the WWF website, where they will be encouraged to help pangolins by signing Lin’s pledge committing not to buy pangolin products.

WWF – Save the Pangolins

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If I become famous, pangolins will become famous... People will care about us!

WWF is also launching an anonymous reporting tool whereby people can report products or businesses illegally using pangolins.

Media who have committed space to the campaign include: AMC Networks, NBC Universal, Group Nine (inc. Dodo and Thrillist), Hulu and CNN. WWF will also promote the campaign via its website and social channels, including YouTube, Facebook, Twitter and Instagram.

Arnold collaborated on this campaign with Havas Group partners Havas Health & You, Havas Media and Red Havas, and animation studio Zombie.

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