Design > Graphic Design & Design Crafts

WWF FORTUNE TREE

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

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Overview

Credits

OVERVIEW

BriefExplanation

Promote the WWF FSC-certified wood Exhibition in October 2010 at the Shanghai World Expo. FSC-certified wood comes from renewable forests that protect our environment. The problem is, most Chinese people don’t know or care about this.

ClientBriefOrObjective

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 to think differently about FSC wood, and learn more in the WWF Pavilion.

Effectiveness

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

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.

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