Agency: BETC Paris

Fashion brand Lacoste dared to drop its iconic alligator logo in this limited-edition product line, and then replaced it with 10 other animals, including the Sumatran tiger, the Burmese roofed turtle, the California condor and the Javan rhino. All are endangered species, and the number of shirts available with each of the figures matched the number of the animals left in the wild. All 1,750 shirts sold out, with proceeds going to the International Union for Conservation of Nature, which the brand continues to encourage consumers to support.