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Ogilvy Lisbon | WWF | Where Is The Eagle?
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The eagle faces extinction in Portugal. To raise awareness about this situation, the WWF partnered with Benfica Football Club - which
has an eagle as part of its livery. During the build-up to a key match, the bird mysteriously 'disappeared' from stadium signage and players'
kit. 'Where is the eagle?' became the rallying cry in a fake press, TV and online campaign.
Then, just before kick-off at the stadium, a trained bird was released, which landed proudly atop a giant Benfica badge. 'Eagle Day' was
witnessed live by tens of thousands of people, and spoken about by millions more around the country. |
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