Brief Explanation

Objective To demonstrate the theme of June Project better (preserving the diversity of species), and to increase the public attention and interests, while educating audiences and spreading WWF notion. Challenge How to use a simple and powerful way to attract more viewers’ attention and talk ability, and let audiences know the idea about the importance of protecting complete biological chain clearly and impressively?

The Brief

WWF wants BBH to create “hook” ideas to engage consumers in shanghai EXPO. The idea should be consistent and flexible. Meanwhile, contents, methods and ideas should connect with daily life. About target, considering variant requirements at different ages of a family, designs should make both adult and children find their interests.

How the final design was conceived

The concept of idea is utilizing Chinese traditional art format -- paper cut to demonstrate the importance of protecting complete biological chain. We put numbers of animals in bodies of endangered species, while using visual impact designs to deliver the notion “preservation begins with a codependent relationship” clearly. The work is executed by Shanghai famous paper cut artist – Huang Ruian. Mr. Huang also mounted the work by himself at WWF pavilion in Shanghai EXPO, in order to build maximum communication effect by using the performance art.

Indication of how successful the outcome was in the market

The series work is exhibited at WWF Pavilion for the whole month of June. During that month, over 7000 viewers on average visited WWF pavilion every day, which is approximate 210,000 people had involved the event in total. Since that, the series of work has also been showing on WWF official website, and it will be continually to be used as posters, T-shirt, postcard, and more interactive communication methods to increase people’s awareness.