| Title | PANDA SERIES |
| Brand | WWF CHINA |
| Product / Service | WWF |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| DM/Advertising Agency: | BBH CHINA Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Johnny Tan | BBH China | Executive Creative Director |
| Carol Ong | BBH China | Senior Copywriter |
| Leo Zhang | BBH China | Head Of Chinese Copy |
| Yinbo Ma | BBH China | Senior Art Director |
| Jianfeng Pan | Alt Design | Illustrator |
| Jasmine Huang | BBH China | Account Director |
| Joyce Hong | BBH China | Account Manager |
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.
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).
The main objective is to raise awareness that WWF China is involved in many programs aside from just protecting pandas.
This is part of an ongoing thematic campaign to correct the misconception in China.