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

The Shanghai World Expo was the largest world’s fair site ever, and participated by 250 countries and organisations, each having their own exhibits or pavilions. Our task was to get Chinese people, who have one day in the fair, to choose the WWF Pavilion exhibit.

The campaign drew over 210,000 visitors in the month of June.

In China, traditional paper cutting is a popular representation of Yin and Yang, which means a balance of nature. The essence of paper cutting is delicately interlinking small details to form a big visual.

Using the medium as the message, we showed how delicately inter-related and co-dependent our whole ecosystems are. The actual species in a habitat were intricately connected to one other and form a striking image of the endangered wildlife that WWF protects in the area.