Loeries 2016 Finalist - Outdoor & Out of home
PROBLEM
For years, WWF has sought to protect the natural world. However, the WWF campaigns often use shock tactics in order to communicate their call-to-actions with the public.
INSIGHT
Our wildlife benefits our lives in so many more ways than we are able to benefit theirs and it is important to remind the public just how much beauty and joy these colourful creatures bring to our lives and in turn, positively affect our well-being.
SOLUTION
For the WWF campaign, a visual dramatization of just how vibrant our natural world is is completed through Outdoor Posters, Newspaper Adverts and an Ambient Media extension. All the extensions make use of dull and colourless situations in order to fully dramatize how colourful our natural world is. The campaign aims to attract the public towards WWF initiatives through the use of a positive message of “WHAT A DULL WORLD IT WOULD BE IF IT WASNT FILLED WITH COLOUR”.
"What a dull world it would be if it wasn't filled with colour. Wildlife is paramount to our well-being. Protect it."
The Outdoor Posters are extended are extended to a press platform making use of 1/4 page banner advertisements
in order to add colour to the usually dull newspapers.
The concept is continued through the use of an ambient media extension that makes use of a long horizontal window in a dull area of the city. The window is covered with a colour spectrum sticker that has both a variety of animals on it, as well as, the tagline of the campaign on it. This ambient piece works as a billboard to outside passersby and also makes use of natural lighting to light up the grey hallways of the building on the inside.
