WWF Outdoor, Case study LIFE PRESERVER by Acw Grey Tel-Aviv

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Art Director Moti Rubinstein
Copywriter Uri Marek
Released January 2011

Credits & Description

Advertiser: WWF
Agency: ACW GREY
Date of First Appearance: Jan 20 2011
Entrant Company: ACW GREY, Tel Aviv, ISRAEL
Creative Vice President: Yonatan Stirin (ACW Grey Israel)
Creative Vice President: Tal Riven (ACW Grey Israel)
Creative Manger: Moti Rubinstein (ACW Grey Israel)
Copywriter: Uri Marek (ACW Grey Israel)
Art Director: Moti Rubinstein (ACW Grey Israel)
Media Manger: Galit Aharonovitch (Mediacom)
Media placement: Outdoor - Bus Stations - 20.1.11
Insights, Strategy & the Idea
Global warming has been causing more and more floods all over the world. Our challenge was to create for the WWF international organisation a unique outdoor campaign, which increases awareness to the dangers of floods.
Creative Execution
We placed real life preservers behind the glass at bus stations in central locations around the city, with the message: "Break in case of emergency. Stop global warming".
Results and Effectiveness
The campaign was a great success. Many people stopped at the sight of the life preservers, took pictures and videos, uploaded them to the internet and discussed the global warming issue.