Ad of the Day #15: WWF does not only protect pandas in China – BBH China

Few days ago, while I was skimming through a magazine, I stumbled upon a great creative series of ads for WWF China that have now been running for more than a year. With the aim of addressing the misconception in China that WWF only protects pandas  (which also are China’s national symbol), the print and outdoor campaign was titled the Panda Series – Antelope, Forest and Water - done by BBH China advertising agency in China and released in June 2008.

Via a very smart use of optical illusion, the black-and-white ads show images formed out of lots of small pandas…but when taking a closer look… it then becomes clear that WWF is doing much more than “saving the panda” types of initiatives.

• Antelope Ad

[Headline] Saving pandas is not our only mission.
[Body Copy] The combined efforts of WWF and our partners have sparked the recovery of the Tibetan Antelope Population.
Take a closer look at what we do and where you can make a difference. www.wwfchina.org

• Forest Ad

[Headline] Saving pandas is not our only mission.
[Body Copy] Over 10 million hectares of forests have been protected through our forest certification and sustainable forest management programs.
Take a closer look at what we do and where you can make a difference. www.wwfchina.org

• Water Ad

[Headline]Saving pandas is not our only mission.
[Body Copy] WWF and our partners have facilitated the reconnection of 17 lakes to the Yangtze River, infusing new life to its fragile freshwater ecosystem.
Take a closer look at what we do and where you can make a difference. www.wwfchina.org

A great advert series – as a proof of its success, one year later the ads are still running here and there!

Credits: Advertiser: WWF (World Wide Fund for Nature) // Agency: BBH China / Creative Director: Johnny Tan // Head of Copy: Leo Zhang // Senior Art Director: Yinbo Ma // Senior copywriters: Carol Ong, Leo Zhang // Agency Producer: Ken Wang // Illustrator: Alt Design // Market: China // Accounts Director: Jasmine Huang // Accounts Manager: Joyce Hong // Published: June 2008.