Acknowledging the well known fact most people would rather watch a fat guy dance, a baby laugh or a cat attack a balloon than consider the serious issues of the world, Ogilvy Cape Town hijacked classic YouTube videos. The agency, which was trying to call attention to the plight of rhinos, re-tooled over 60 popular YouTube videos and republished them using the same titles and tags as the originals but modified the content to include their save the rhino message.
The campaign which, predictably, angered a few, was successful garnering 11,000 Facebook likes, 300,000 views and a 400% increase in petition signatures. Check out the case study video below.
