WWF: Panda Series

Credits:

Advertiser/Client: WWF CHINA
Product/Service: WWF
Entrant Company: BBH CHINA Shanghai, CHINA
Design/Advertising Agency: BBH CHINA Shanghai, CHINA
Creative Credits
Name Company Position
Johnny Tan BBH China Executive Creative Director
Carol Ong BBH China Copywriter
Leo Zhang BBH China Copywriter
Yinbo Ma BBH China Art Director
Jianfeng Pan Alt Design Illustrator
Jasmine Huang BBH China Account Director
Joyce Hong BBH China Account Manager

Details
Brief Explanation:
The main objective is to raise awareness that WWF China is involved in many programs aside from just protecting pandas.
Describe the brief from the client:
In China, there’s a misnomer that WWF only protects pandas, because of their iconic logo. The task is to correct the perception by showcasing their wetlands, wildlife and forestry programs.
Description of how you arrived at the final design:
We turned a disadvantage into an advantage. Using the famous panda logo, we formed striking new images to represent their respective programs for wildlife (Antelope), forestry (Trees) and wetlands (water).
Indication of how successful the outcome was in the market:
This is part of an ongoing thematic campaign to correct the misconception in China.