Earlier this month, the story that a Southern White Rhino named Sudan was searching for a mate on Tinder went viral around the world.
The story was actually a campaign, for Kenya's Ol Pejeta Conservancy, created by Ogilvy Africa, in partnership with Ogilvy North America. The idea was to use Tinder to find Sudan love through donations to fund the required research into Artificial Reproductive Techniques like IVF that are needed to enable him to breed through one of 7,000 Southern White Rhino surrogates. The aim is to give the critically endangered specifies a chance at survival.
Including print and radio ads as well as an online film, the campaign aunched in 190 countries and 40 languages -- and garnered media headlines worldwide. But another notable point: one of the writers on the campaign was Ogilvy's late vice chairman Chris Wall, who passed away earlier this month.