WWF CUTOUTS by BBH Shanghai for WWF

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WWF CUTOUTS

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market China
Agency BBH Shanghai
Executive Creative Director Johnny Tan
Art Director Jenny Jin
Producer Ken Wang
Photographer Christian Chambenoit
Illustrator Nelson Lim Yew Seng
Released June 2010

Awards

One Show 2011
One Show Design Public Service / Outdoor and Posters - Campaign Merit

Credits & Description

Category: Posters
Advertiser: WWF CHINA
Product/Service: ENDANGERED SPECIES AWARENESS
Agency: BBH CHINA
Date of First Appearance: Jun 1 2010
Entrant Company: BBH CHINA, Shanghai, CHINA
Executive Creative Director: Johnny Tan (BBH China)
Creative Director/Copywriter/Art Director: Leo Zhang (BBH China)
Copywriter/Art Director: Jeffrey Sun (BBH China)
Art Director: Jenny Jin (BBH China)
Account Director: Jasmine Huang (BBH China)
Account Executive: Natalie Ann (BBH China)
Producer: Ken Wang (BBH China)
Art Buyer: Lynn Hu (BBH China)
Illustrator: Nelson Lim
Photographer: Christian Chambenoit
Media placement: Poster - Expo, WWF Pavilion - June 8, 2010
Describe the brief from the client
Promote the WWF Endangered Species Exhibition in June 2010 at the Shanghai World Expo.
Describe the challenges and key objectives
The Shanghai World Expo was the largest world’s fair site ever, and participated by 250 countries and organisations, each having their own exhibits or pavilions. Our task was to get Chinese people, who have one day in the fair, to choose the WWF Pavilion exhibit.
Describe how you arrived at the final design
In China, traditional paper cutting is a popular representation of Yin and Yang, which means a balance of nature. The essence of paper cutting is delicately interlinking small details to form a big visual.
Using the medium as the message, we showed how delicately inter-related and co-dependent our whole ecosystems are. The actual species in a habitat were intricately connected to one other and form a striking image of the endangered wildlife that WWF protects in the area.
Give some indication of how successful the outcome was in the market
The campaign drew over 210,000 visitors in the month of June.