The phrase « The Lion’s Share » is one that when used can have a negative connotation for what it represents, because translated and interpreted it tells us about an abusive clause where someone (the lion) takes most of something just because of its position among the members in which said element is distributed. However, a campaign managed to turn this concept around to make it the title of an effort in favor of the preservation of wildlife on the planet, that is, to really get the lion (as well as other animals) to get a reward for his actions or rather, appearances. In this case, the idea that we will see this week was carried out by the MARS firm and the BBDO Australia agency, supported by the United Nations Development Program, and had to do with the participation that corresponds to the animals for their appearance in advertising pieces of brands or companies.

The Lion’s Share: An Advertisers Commitment to Nature

In general, this campaign consisted of adding large corporations and advertisers, who use images of animals in their advertising and marketing efforts, to donate 0.5 percent of their media spending to the fund called The Lion’s Share, one which, as mentioned above, with the help of the PUND is destined for the conservation of wildlife, habitats and animal welfare throughout the world.

Within this, the biggest challenge was not to create the advertising piece that we share below, but to get the big advertisers to join The Lion’s Share, because galvanizing the industry to make a difference globally without a doubt it is not easy.

In this regard, he stresses that the problem he was trying to solve was systematic and required a global change compared to the work of a few. To achieve the objective, the entities involved needed the support of the entire communications industry. Similarly, the support of global CEOs and CMOs from the world’s largest organizations was needed. And this change would affect its results and reduce investment in media, an idea that is undoubtedly extremely difficult to process in a world where marketing budgets are reduced year after year.

However, it was a challenge that was overcome by appealing to the philanthropic side of these key executives and uncovering the belief that together, the power of brands can be used to have a global impact in favor of wildlife. As explained by the source, the first 10 signatures of large organizations were vital because these led to the generation of donations, which is how the impact of the campaign was reflected and that it was known would be the hook to join more organizations.

The strategy to join organizations

To achieve an effort of this magnitude, the entities involved point out that the strategy focused on securing records for large corporations. As such, it was necessary to ensure that leading business partners not only believed in « The Lion’s Share » but also had a global scale and the ability to govern and corner other corporate giants. Thus, MARS Inc. and the United Nations Development Program (UNDP) were established as the key firms: UNDP to provide governance, impact together with public ambassadors and MARS to help unlock the private sector. However, Nielsen also stepped in to ensure that 0.5 percent was the correct measure they needed to make an impact and be reasonable.

Subsequently, with all the above assured and backed by clear figures, they set about creating the following message with Sir David Attenborough, one of the scientific voices and one of television’s most iconic and respected naturalist disseminators.

The previous advertising piece was launched to the world in June 2018 globally, reaching more than 100 countries. This had as its main audience the executives of the « C-suite » of Fortune 100 companies and to reinforce the message and ensure conversion, the campaign used the support of other actions. For example, ambassadors from the entities involved were used to address events where these executives were known to attend, such as the United Nations General Assembly or the World Economic Forum.

On the other hand, media allies were also of great help with the dissemination of the message, for example, The Economist took on the task of delivering the message to the correct audience and donated spaces in each publication worldwide since the launch of The Lions’ Share, while other ambassadors ensured that the initiative was covered in venues such as The Ellen Show, BBC, CNN, NBC, Sky, Bloomberg, Al Jazeera and Fox.


The combination of the above actions resulted in at least 50 brands being added to the fund since the launch, which with their contribution of 0.5 percent of their media budget managed to secure in that year the 16 million dollars sought for the Program.

These resources were immediately translated into actions in favor of wildlife, for example, in Indonesia 260 thousand hectares of jungle were purchased to protect the last tigers, orangutans and rhinos in the region, while in the Pacific region the resources were They invested for the restoration of the so-called « coral triangle » that helps protect more than 2,000 species of fish.

On the other hand, from the advertising section, this campaign achieved an extremely important recognition in the last edition of Cannes Lions, it won a Grand Prix in the Sustainable Development Goals category.

Campaign credits:

Client: MARS Inc.

Campaign name: The Lion’s Share

Agency: BBDO Australia

Production: BBDO