WWF’s Living Planet Index, released in September 2014, revealed some startling facts. The index showed a 52% decline in wildlife between 1970 and 2010. Putting it plainly, the world lost half of its animal population in 40 years.

WWF wanted the world to know that animals are dying, not just fast, but in large numbers.

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.