The World Wildlife Fund, which celebrates its 50th anniversary in 2011, has produced some terrific ads over the years. This is a series that we hadn’t seen, although it was produced by BBH Shanghai in 2008. The ads address the misconception in China that the World Wildlife Fund only protects Giant Pandas that are native to the mountain forests of central China. To raise awareness of WWF’s other conservation activities in the country, this black-and-white print and outdoor ad campaign integrated WWF’s panda logo (and China’s national symbol) into images of antelopes, forests and water.
The headline reads: “Saving Pandas Is Not Our Only Mission.” The text goes on to report that WWF’s environmental initiatives in China sparked the recovery of the Tibetan antelope population, protected over 10 million hectares of forest through sustainable management programs, and reconnected 17 lakes to the Yangtze River and infused new life into the water ecosystem. The creative director was Johnny Tan with lead writer Leo Zhang.