When conceptualising BirdLife South Africa’s ongoing brand campaign, we realised that before people can truly appreciate and love something enough to conserve it, they must first feel a genuine connection to it. With this in mind, our Think Birds campaign was born. We created a vast bank of tactical ads that use clever wordplay, or ‘birdplay’, all designed to get people thinking about birds first. The campaign spans print, radio, social, and outdoor media, and is another positive step towards breeding a new generation of bird lovers and conservationists.