| Title | FORTUNE TREE |
| Brand | WWF CHINA |
| Product / Service | WWF CHINA |
| Category | A02. Posters |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| Design/Advertising Agency: | BBH CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Johnny Tan | BBH China | Executive Creative Director |
| Yinbo Ma | BBH China | Art Director |
| Joanna Zhang | BBH China | Art Director |
| Carol Ong | BBH China | Copywriter |
| Ken Lu | BBH China | Copywriter |
| Leo Zhang | BBH China | Copywriter |
| Jasmine Huang | BBH China | Account Director |
| Natalie Ann | BBH China | Account Executive |
| Ding Aili | Illustrator | |
| Christian Chambenoit | Photographer | |
| Nelson Lim | Digital Imaging | Retoucher |
The Shanghai World Expo was the largest world's fair site ever, and participated by 250 countries and organizations, each having their own exhibits or pavilion. Our task was to get Chinese to think differently about FSC wood, and learn more in the WWF Pavilion.
Promote the WWF FSC-certified wood Exhibition in Octoer 2010 at the Shanghai World Expo. FSC-certified wood comes from renewable forests that protect our environment. The problem is, most Chinese don't know or don't care about this.
Idea: FSC wood brings you good fortune. The Chinese love posting traditional fortune posters for each occasion. These have icons to represent prosperity, long life and family blessings. We replaced these with an iconic Good Fortune Tree. The copy, crafted in the style of traditional Chinese greetings, positioned FSC-certified wood products as bearers of good fortune.
In October, the handcrafted artworks drew nearly 300,000 visitors to the WWF Pavilion.