Miami Ad School students came up with this idea for the WWF. A book that talks about tigers as if they're extinct to capitalise on the idea that you never really miss something until it's gone. The aim would be to increase donations, sponsorship and encourage people to spread the word about the beautiful, endangered species.
It's certainly a good idea, and presented very well. But perhaps the online stuff at the end confuses it a little and maybe there is another way to reward people instead of just a social shout out, and the age old access to photos and videos.
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