Russian social network Odnoklassniki uses 404 error message for WWF push

Users who accidentally reach a "404 not found" webpage on Russian social media site Odnoklassniki will be presented with an image of an endangered species and text telling them that the animal is in danger of "not existing".

The "Rare Page" campaign for the World Wildlife Fund (WWF) is aimed at raising awareness of the plight of endangered species in Russia, including the snow leopard, tiger, bison and polar bear.

404 pages are generated when a user attempts to follow a broken or dead link and one of the most common error messages on the web. This campaign replaces the standard page with an image of an animal and an invitation to donate money to the WWF.

Client: Olga Bandalova, head of membership programme, WWF Russia

Agency: Hungry Boys

Creative director: Vlad Sitnikov

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).