Agency: TBWA


Since the mid-20th century, human behavior has been deeply impacting the environment. Some of the most precious natural wonders have already disappeared because of our actions. Changing our attitude is an emergency more than an option. For the planet they are going to leave to their own children, millennials must join this battle more than any other.
To encourage them considering even more seriously the environmental protection as a real fight in which they have to take part, we chose to let the ones they listen to and follow explain concretely the real problem.
Introducing: TooLatergram - The first social activation promoted by travel instagramers that simulates travels among amazing disappeared landscapes.
We used pictures from devastated paradises and virtually cleaned them thanks to image retouching softwares. Famous travel igers were then invited to post those landscapes pics on their instagram accounts, just as if they were actually visiting those places.
Instagram made from those forgotten places a reality for the followers... at least for a while.
1st step of the set-up: targeted instagramers posting a picture of a heavenly place. Thousand of followers wishing to be there too: Beautiful!, Wow, Stunning!
A few days later: Instagramers posting a picture of the current situation at the exact same place. A beautiful beach in Thailand becomes one of the most polluted beaches in the world, the Great Barrier Reef superbly colored turns out to be ravaged by coral bleaching…
This revelation picture comes with the message: Unfortunately, you won’t be able to visit this place anymore. #TooLatergram But there are still places that need our help to be saved. And we must rise before the tide does.
- Sylvain Schots @nomadnocry
- Teddy Verneuil @teddy_bear_photos
- Romain Leclerc @nvmero
- Guillaume Ruchon @guiruch
- Little Gipsy @littlegipsyblog
- Charlène @charlenedesdoits
And for IG stories :
- Joanna Lemanska @misscoolpics
- Mary Quincy @maryquincy
- Capra311 @capra311

This professional campaign titled '#TooLatergram' was published in France in April, 2018. It was created for the brand: WWF, by ad agency: TBWA. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 5 years ago.


Advertising Agency: TBWA\Paris, Paris, France
Client Team: Jacques Olivier Barthes, Michael Neveu, Camille Richer
Account Management: Catherine Michaud, Charlene Kin, Manon Lapeyre
Executive Creative Directors: Benjamin Marchal, Faustin Claverie
Creative Director: Jacquelin Guillaume-Duverne
Copywriter: Charlotte Rouart
Art Director: Renaud Arnaudet
Art Director Assistants: Quentin Jacquemet, Alexandra Fremin
Chief Digital Officer: Anthony Hamelle
Chief Data Officer: Basile Viault
Engagement Manager: Kathryn Kuhlman


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