The one-liner: The World Wide Fund for Nature’s Instagram campaign to grow awareness of environmental destruction.

The context: To reach a younger generation of wildlife fans, WWF worked with TBWA/Paris to recruit influencers that could leverage ‘FOMO’ to the max – and do it without much need for translation.

Why it’s great: This uses travel-envy to the max. Nine travel influencers first posted serene pictures of gorgeous places around the world, with follow-up shots revealing that the original scenes had actually been devastated by pollution, clear-cutting and other forms of destruction. A picture says a thousand words, and this piece of work truly reflects that.

The takeaway: This isn’t the first time we’ve seen the ‘bait and switch’ approach to influencer marketing on IG (remember Louise Delage?) This tactic needs to be approached carefully, as some may feel conned by it. But when it’s used for a not-for-profit, people tend to be far more accepting – like a twenty-tens version of shock tactics.