Design > Graphic Design & Design Crafts
BBH CHINA, Shanghai / WORLD WILDLIFE FUND (WWF) / 2011
Overview
Credits
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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