Animal not found

We do not think about the real problem faced by animals, endangered species of animals. We spend hours on the internet and social networks completely forgetting, that every hour, minute, second, The Red Data Book is updated with new species of animals

Objective

To raise awareness of the plight of endangered species in Russia, including the snow leopard, tiger, bison and polar bear

Insight

We have also stopped noticing the 404 page – Not Found on the internet, as well as animals from the red book Red Data Book

Idea

Red Data Book inside Odnoklassniki Users who accidentally reach a “404 not found” webpage on Russian social media site Odnoklassniki will be presented with an image of an endangered species and text telling them that the animal is in danger of “not existing”

404 pages are generated when a user attempts to follow a broken or dead link and one of the most common error messages on the web. This campaign replaces the standard page with an image of an animal and an invitation to donate money to the WWF.