ABOUT

Overview:



This speculative campaign was created in response to the pressing issue of climate change. It aims to draw attention to the work of the World Wildlife Fund, playfully linking its wildlife conservation efforts, for which it is most widely known, to its public policy strategy and advocacy. It aims to draw attention to the critical moment we are facing in today’s climate emergency and to convey the need for immediate world action.



Campaign Strategy:



Indirectly acknowledging that current COP efforts remain insufficient in addressing the climate crisis, the speculative campaign highlights the need for true commitment by world leaders, and demands immediate and effective climate action. Using playful and memorable imagery it aims to leverage empathy and humour in order to spur the audience into demanding better from their leaders.



Creative Concept:



The campaign centres around the theme “Time to wake up”. It features a series of world leaders in a state of slumber, an endangered or exotic animal poised to awaken them. The campaign deploys a striking photographic style that highlights the beauty of our wildlife, while world leaders are portrayed in a humorous yet not undignified light. The pairs aim to convey both power and vulnerability, two sides of the same coin: wildlife, vibrant yet endangered; humans, asleep yet with the potential of waking up just in time to change the course of the emergency.