The Campaign

The ominous spectacle of scavengers circling in the sky can only mean one thing – a dead body. For long vultures, ravens, kites and eagles have been associated with fresh carrion. The creative idea uses these symbols of death and makes them look like endangered animals.

Creative Execution

We found a simple graphic solution by making flying scavengers look like endangered animals (tiger, rhino and panda). The scavengers in dark colours suggest death and grief. The objective was to shock the audience, to create an atmosphere of loss and mourning. The symbols of death circling overhead paint a grave situation, seeking immediate attention to the problem.

Indication of how successful the outcome was in the market

The campaign saw unprecedented response. The traffic at WWF website surged, with emails asking for major steps to contain the massive loss of endangered animals. The client plans to take this campaign forward by showcasing lesser known endangered animals like Nilgiri tahr, red panda, snow leopard and many more.

The world’s leading conservation organisation, WWF works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million globally. Working in tandem with local communities, governments, businesses, foundations and individuals, WWF pledges to protect life on our planet. Since the target audience was one and all, Posters were one of the chosen media of communication because of its mass approach.