The Association for Environment and Nature Protection (BUND) asked us to raise awareness of the extinction crisis facing many species in order to mobilize donators.

“It’s 5 minutes 'till 12” is a German expression meaning “We don’t have much time before a catastrophe strikes” – in the adverts’ case – before a species becomes extinct. So the advert shows crushed animals between the hands of a watch, because if you want to save species, you must not lose any time and donate now.To accomplish an emotional visualization of our dramatic issue, we used wildlife photographs of actual dying animals, which we integrated in realistic 3D-rendered watches.