Brief Explanation

The objective was to get people to associate their panda logo with the work they do promoting sustainable development and preserving natural resources. One challenge was the client's demand to create a striking, memorable message but that steered away from the usual shock tactics.

The Brief

WWF wanted a brand campaign for China and other parts of Asia that would build awareness for the environmental group beyond the work they do for endangered species.

How the final design was conceived

The idea of WWF promoting a 'one with nature' agenda led to producing traditional Asian painting style imagery that actually used the logo to create the positive message.

Indication of how successful the outcome was in the market

As the objective of the message is simply to create awareness, results are impossible to measure in the short term. But the WWF International office in Gland, Switzerland is considering adapting this idea for a number of other markets.