The World Wildlife Fund (WWF) was launching a new project to target the issue of endangered species. Our brief was to create a print campaign to launch the project, by building emotion around the problem and driving people online to learn more. Our solution was to strike at the truth of the issue: once a species is extinct, it is gone for good. Depicting beautiful yetendangered animals as ‘ghosts’ created emotion and a sense of urgency. The campaign struck a chord with the public; this was seen in an online response rate that far exceeded the target.
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.