WWF and TBWA\Paris campaign turns FOMO into awareness
With the new campaign, cleverly hashtagged #TooLaterGram, the World Wildlife Fund and the TBWA\Paris have used FOMO to make the most of environmental awareness.

The WWF partnered with nine popular Instagrammers, who posted photos of serene and scenic destinations around the world, sparking the kind of comments you'd expect: "Wow, absolutely beautiful!" "The colours of your photo are beautiful and the landscape too! "

But the shots are a bit of a bait-and-switch, with follow-up shots in the feeds or galleries showing that the scenic destination is an illusion, and the real local has actually been devastated by pollution, clear-cutting and other forms of destruction.