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.
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