Cannes Lions

ENDANGERED SPECIES AWARENESS

BBH CHINA, Shanghai / WORLD WILDLIFE FUND (WWF) / 2011

Overview

Entries

Credits

Overview

Description

Promote the WWF Endangered Species Exhibition in June 2010 at the Shanghai World Expo.

Execution

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.

Outcome

In October, the handcrafted artworks drew nearly 300,000 visitors to the WWF Pavilion.

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