WWF wanted to raise awareness to sign an online petition against illegal trade of endangered animals.
We created films for the WWF-YouTube channel, but instead of hoping that people would search for tags
like ‚WWF‘, ‚endangered animals‘ or ‚Illegal trade‘, we wrote misleading YouTube Headlines that people
type in to find funny films of animals.
By manipulating the users search indirectly, they were lead to the films, expecting something funny to
happen, but instead of the humorous content, they found films like these.