The disappearing fishing wobbler

Creative idea

Rivers in Bulgaria are highly polluted and fish species are disappearing rapidly. To raise awareness and get people to sign a European petition for strict water legislation we’ve made a disappearing fishing wobbler. It dissolves in water with only the skeleton of the wobbler remaining, featuring the web address of the campaign site, where visitors are asked to sign the petition. We sent prototypes to fishermen to test it for themselves, driving buzz and initial traffic to the web site.

Brand name: WWF
Advertiser / client: WWF Bulgaria
Product / service: Petition
Campaign name: SOS Rivers
Agency network: BBDO WORLDWIDE
Agency: GRAFFITI BBDO Sofia
Additional company: Proximity Sofia, Media Direction OMD
Web address: https://www.facebook.com/hookbulgaria/
Creative director: Kiril Stoyanov
Art director: Anna Georgieva
Copywriter: Darina Uzunova
Account director (agency): Presiyan Kirilov, Yana Pancheva, Daniela Kostadinova
Client account director: Kalina Boyadzhieva
Media director: Mariyana Mincheva, Kalina Vasileva
Pr director: Emilia Shikova, Natalia Bitsova