Protest March of the Penguins

We turned tariffs into conservation efforts, spotlighting real threats facing penguins in the Heard Island and McDonald Islands.

When the US administration waged a trade war against much of the globe, including a group of barren islands home only to penguins, the Internet went wild, and we saw an opportunity. Working with Penguins International, we turned the unexpected spotlight on these flightless birds into an opportunity to fund their important conservation efforts.

How? We hacked the tariff news cycle by leaning into meme culture and turning the penguins' annual migratory trek from the ocean to their breeding grounds into a platform for penguin conservation, by having the birds do what they do best – march.