WWF FORTUNE TREE by BBH Shanghai for WWF

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WWF FORTUNE TREE

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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 Yinbo Ma, Joanna Zhang
Copywriter Leo Zhang, Carol Ong, Ken Lu
Photographer Christian Chambenoit
Illustrator Ding Aili
Released June 2010

Credits & Description

Category: Posters
Advertiser: WWF CHINA
Product/Service: ENDANGERED SPECIES AWARENESS
Agency: BBH CHINA
Date of First Appearance: Oct 1 2010
Entrant Company: BBH CHINA, Shanghai, CHINA
Executive Creative Director: Johnny Tan (BBH China)
Art Director: Yinbo Ma (BBH China)
Art Director: Joanna Zhang (BBH China)
Copywriter: Carol Ong (BBH China)
Copywriter: Ken Lu (BBH China)
Copywriter: Leo Zhang (BBH China)
Account Director: Jasmine Huang (BBH China)
Account Executive: Natalie Ann (BBH China)
Illustrator: Ding Aili
Photographer: Christian Chambenoit
Retoucher: Nelson Lim (Digital Imaging)
Media placement: Poster - Expo, WWF Pavilion - October 1, 2010

Describe the brief from the client
Promote the WWF FSC-certified wood Exhibition in October 2010 at the Shanghai World Expo. FSC-certified wood comes from renewable forests that protect our environment. The problem is, most Chinese people don’t know or care about this.

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 to think differently about FSC wood, and learn more in the WWF Pavilion.

Describe how you arrived at the final design
Idea: FSC wood brings you good fortune.
The Chinese love posting traditional fortune posters for each occasion. These have icons to represent prosperity, long life and family blessings. We replaced these with an iconic Good Fortune Tree.
The copy, crafted in the style of traditional Chinese greetings, positioned FSC-certified wood products as bearers of good fortune.

Give some indication of how successful the outcome was in the market
In October, the handcrafted artworks drew nearly 300,000 visitors to the WWF Pavilion.