Capitalism for Biodiversity

Unlike other NGOs, the AMES Foundation does not rely on donations—but on investments in natural habitats to preserve biodiversity. The goal was to raise awareness of this model among German entrepreneurs and demonstrate how money can make a meaningful impact on biodiversity.

Instead of the usual sweet lion cubs or baby zebras, the campaign featured edgy, vibrant illustrations of animals like hyenas and warthogs—paired with provocative statements such as: “What if capitalism didn’t f** biodiversity, but loved it?”* The bold approach sparked conversations far beyond the posters.

This sparked conversation beyond the posters, and resulted in €600,000 in new investments.