| Examples: WWF, China, Ogilvy & Mather Beijing |
Similar items:
Print, DM, Ambient, Outdoor ads
TV, Cinema, Viral, Online ads
Radio
More similar items →
Ads Archive / Print, DM, Ambient, Outdoor ads
WWF: Target Practice
| See full size 669x954 px | |
| Released: | June 2008 |
| Advertiser: | WWF  |
| Agency: | Ogilvy & Mather Beijing |
| Country: | China |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
Creative review
Creative selection of ads from China
|
Credits:
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: TARGET PRACTICE
Advertiser/Client: WWF
Product/Service: WORLD WILDLIFE FUND
Advertising Agency: OGILVY BEIJING
Country: CHINA
Media/Advertising Agency: OGILVY BEIJING
Country: CHINA
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: TARGET PRACTICE
Advertiser/Client: WWF
Product/Service: WORLD WILDLIFE FUND
Advertising Agency: OGILVY BEIJING
Country: CHINA
Media/Advertising Agency: OGILVY BEIJING
Country: CHINA
Credit Details:
| Name | Position | Company |
| Paul Bo | Copy Writer | Ogilvy Beijing |
| Nils Andersson | Copy Writer | Ogilvy Beijing |
| Nils Andersson | Group Executive Creative Director | Ogilvy Beijing |
| Kweichee Lam | Executive Creative Director | Ogilvy Beijing |
| Jacky Lung | Creative Director | Ogilvy Beijing |
| Xingsheng Qi | Art Director | Ogilvy Beijing |
| Shengxiong Chen | Art Director | Ogilvy Beijing |
| Jacky Lung | Art Director | Ogilvy Beijing |
| Matthew Curry | Copy Writer | Ogilvy Beijing |
| Huimin Li | Photographer |
Innovative Media Strategy:
In the last 500 years, human activity has forced 816 species to extinction. In China alone, there are over 385 species threatened today by increasing economic development, poaching and illegal trade. The South China tiger and Siberian tiger number less than 100, yet continue to be shot for use in traditional Chinese medicine. The challenge was to get people to really 'feel' this situation, to make it more relevant to the average city dweller, far removed from illegal poaching.
Creative Execution:
What if it were the other way around? WWF flipped the perspective on this shocking reality by transforming an underground passageway into an animal shooting range. Only this time, the animals had the guns. Each gun was equipped with an infrared sensor that triggered the sound of gunfire as someone walked by.
Target Audience:
Community people. Over 9,000 people walk through this passage every day. At morning and afternoon rush hours, the hallway was literally jammed with curious people as the sound of gunfire echoed through the hall. Volunteers at each end of the tunnel handed out flyers asking people to register on the WWF website.
Effectiveness:
The display caused so much alarm that after just one day, it was ordered to be removed. Nevertheless, the job was done. In the first day alone, 57 new volunteers signed up to support WWF wildlife conservation.
