World Animal Protection: Even un-dewy-eyed, un-cuddly creatures need our love.

The Cassowary. Not unlike a kid’s peacock finger painting run through a shredder. So why is it starring in a World Animal Protection’s donation appeal? The ugly reality is that when it comes to protecting animals, we tend to only care about the cute ones. Our Ugly Animals campaign for our not- for-profit client challenged that by humorously turning nature’s unloved creatures into stars. The pitch: Close your eyes and open your wallets to help millions of endangered creatures—even the fugliest ones.