The brief was to create awareness for the plight of animals that are being exploited for the sake of luxury.

How could we go beyond traditional advertising to spread the message about how everyday choices can make a big difference?

The answer was in the immensely popular game that almost everyone played in their childhood; noughts and crosses. An ideal way to illustrate the earth's current environmental predicament, this idea's simplicity also allowed us to explore yet another channel to pass WWF's message around. Through stationery (name cards and letterheads). These iconic executions went beyond just creating awareness. They prompted people to act now. To make the right choice. To make the winning move.

A simple message, communicated in a clear and intriguing way, resonated well with the public in general, whose response was gauged by a surge in web traffic at WWF Singapore's website.