Brief Explanation

The main objective is to raise awareness that WWF China is involved in many programs aside from just protecting pandas.

The Brief

In China, there’s a misnomer that WWF only protects pandas, because of their iconic logo. The task is to correct the perception by showcasing their wetlands, wildlife and forestry programs.

How the final design was conceived

We turned a disadvantage into an advantage. Using the famous panda logo, we formed striking new images to represent their respective programs for wildlife (Antelope), forestry (Trees) and wetlands (water).

Indication of how successful the outcome was in the market

This is part of an ongoing thematic campaign to correct the misconception in China.