WWF Design & Branding LIFE-SAVING PAPER by Y&R Singapore

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market Singapore
Agency Y&R Singapore
Art Director Joseph Chan
Released April 2011

Credits & Description

Category: Self Promotion
Advertiser: WWF
Agency: Y&R
Date of First Appearance: Apr 15 2011
Entrant Company: Y&R, Singapore, SINGAPORE
Chief Creative Officer: Marcus Resbechini (Y&R Asia)
Chief Creative Officer: James Procter (Y&R Singapore)
Senior Copywriter: Leonard Goonting (Y&R Singapore)
Art Director: Joseph Chan (Y&R Singapore)
Chief Client Officer: Anthony Khoo (Y&R Singapore)
Associate Account Director: Vivian Zahringer (Y&R Singapore)
Production Manager: Jamie Lim (Y&R Singapore)
Production Manager: Justin Chua (Y&R Singapore)
Production Manager: Kirby Ho (Y&R Singapore)
Media placement: Book - Bookstores - April 15, 2011

Describe the brief from the client
The brief was to raise awareness on the impact deforestation has on the wildlife and ecosystems of Borneo, using a new and engaging medium.

Describe the challenges and key objectives
The biggest challenge was finding the right medium and creative idea to overcome people's understanding of the word 'deforestation', which in most cases is something that only affects trees.

What we wanted to achieve was to have our idea and message in an item that is highly practical, so users will actually keep and use it - maintaining top-of-mind at all times.

Describe how you arrived at the final design
Since the core idea was developed in the form of ruled paper, the decision for the final design was to stay true to the look and feel of a notebook. Then, bearing in mind the requirements of the WWF Corporate Identity guidelines, we designed the cover to be minimalist and pure to complement the nature and sentiment of the communication.

Give some indication of how successful the outcome was in the market
The notebook has only recently been put on sale in local bookstores so figures and proceeds haven't yet been tracked, but initial reactions have been great.