WWF sends a deadly message

Too many non-profit organization ads play it cool, but don't leave a lingering message. It's a great promotional step to place a logo on shirts and accessories, but there is so much more potential for promoting awareness.

WWF has done a really great job combining slick design and viral marketing in their interactive campaign promoting the protection of the Siberian Tiger. Finally, a t-shirt with two purposes: to look great and send a message.

Shirts were created with a special tiger design. They were then placed in various shops around Moscow next to specially designed mirrors. When an individual stepped in front of the mirror, the image on the shirt was recognized, and triggered (no pun intended) footage that made the wearer look like they were being shot.

The technology was taken a step further with the online content, which provided the same augmented reality experience through the individual's webcam. Because of the online and in-store shirt distribution, over 200,000 people were affected by the campaign.

We're a narcissistic society. We are constantly looking at ourselves, and happy to show of a company logo if their product fits in our wardrobe - so why not appeal to that nature and hit us when we least expect it.