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At first glance, the World Wildlife Fund’s latest campaign looks like a Pixar trailer—which is exactly the point.
The nonprofit recently collaborated with creative agency Arnold Worldwide to create Lin, an excitable animated pangolin with a lisp. In a 60-second video, Lin makes the case for why he should star in a movie and become famous.
Sadly, his reasoning is grim: According to the World Wildlife Fund, 195,000 pangolins were trafficked last year for their scales alone.
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