Wild animals dressed, accessorised, and treated like pets are going viral on social media, fuelling the exotic pet trade in Brazil. While most of this content is legal, it causes real harm. Instead of using traditional awareness tactics, we made the platform work against itself.
BAN THIS PROFILE, a campaign designed to be banned—to help save wild animals from trafficking.
We created 150 Instagram profiles featuring over 1,500 AI-generated posts that mirrored popular wildlife pet content. Then, using our own social media channels and a group of influencer allies, we encouraged people to report the profiles, turning passive engagement into meaningful action.
Each report trained the algorithm to suppress similar content. Our profiles were removed first. Then real ones followed, even those considered legal. A campaign that was not made to go viral, but to disappear.
An intervention that turned the platform’s own rules into a tool for change.
Credits:
Agency: Edelman
CCO: Judy John
CCO EMEA: Marie Claire Maalouf
ECD: Felipe Braz
ACD: Albert Botelho, Marcelo Conde
Production: TANGO Directors
Awards:
Cannes Lions - Finalist (Creative Strategy)
Cannes Lions Finalist – Finalist (Creative Strategy)
Cannes Lions Finalist – Finalist (Best Use of Influencer)
Cannes Lions Finalist – Finalist (Media)
The Drums – Gold (Social Impact)
The Drums – Gold (Digital Driven Change)
The Drums – Gold (Social Media Strategy – Use of Platforms)
The Drums – Gold (Campaign Effectiveness & Insights>Use of Data & Insights)
Gerety Awards - Gold (Works for Good)
Creative Pool – Gran Prix (Rebel)
Creative Pool – Gold (Data)
Shorty Impact Awards – Grand Prix (Cause – Animal Rights and Welfare)
Anthem Awards – Gold (Sustainability, Environment & Climate - Stunt or Guerilla Marketing)
Anthem Awards – Silver (Sustainability, Environment & Climate - Best Use of Data)
Cresta Awards – Silver (Social & Influencer)
