This is another great example of the power of visuals and telling a story in a simple way, engaging people in a way that sucks them in as they try to figure out what is going on.  At first you are trying to figure out what product is possibly being “sold” in the visuals, but when you figure out there’s no sales pitch you can’t help but really take in the power of a homeless moose on the streets or a fox in a box.  The campaign site provides simple links to organisations helping the environment and the wildlife, which you can’t help but want to click on, naturally motivated by the emotions you are feeling from the photos.

Great to see brains in action to change the world, not just to sell more things.