Villa Wilderness

Creative idea

Serbia is the homeland of illegal construction. Authorities and the public are insesitive while the investment mafia act openly in cities. But when construction crime expanded into Uvac, a protected reserve, WWF decided to fire up the nation’s consciousness. We created Villa Wilderness - fake luxury accomodation in the heart of the national reserve. We advertised this irresistable decoy in the peak of the tourist season and attracted thousands to our Instagram profile. Instead of additional photos and reservation details, @vila_divljina page revealed the disturbing truth about ecosystem devastation and led the audience to the full CINS investigative article.

Brand name: World Wildlife Fund (WWF)
Advertiser / client: World Wildlife Fund (WWF)
Product / service: Preserve Nature
Campaign name: Villa Wilderness
Agency network: INDEPENDENT AGENCY
Agency: Communis, d.o.o, Beograd
Digital agency: Communis
Creative director: Goran Ruškuc
Art director: Marko Blagojević
Copywriter: Goran Ruškuc
Account director (agency): Nemanja Raković
Client account director: Duška Dimović
Media director: Lea Stanković
Managing director: Bojan Stankov
Strategic planner / strategist: Dušan Simić
Pr director: Nemanja Raković
Digital production: Communis
Digital strategist: Lea Stanković
Digital creative: Lea Stanković
Additional company: Communis, d.o.o: Jelena Nestorović - Account Manager