WWF: SHARK, CALF AND CROCODILE

The advert titled SHARK, CALF AND CROCODILE was done by JWT Singapore advertising agency for WWF (WWF company) in SINGAPORE. It was released in the June 2009. Business sector is Public awareness messages.

Credits:

• Type of Entry: Corporate or Brand Identity
  Category: Stationery
  Title: SHARK, CALF AND CROCODILE
  Advertiser/Client: WWF
  Product/Service: ENVIRONMENTAL CHARITY
  Entrant Company: JWT SINGAPORE, SINGAPORE
  Design/Advertising Agency: JWT SINGAPORE, SINGAPORE
  Creative Credits
  Name Company Position
  Ali Shabaz JWT Singapore Executive Creative Director
  Tay Guan Hin JWT Singapore Regional Executive Creative Director
  Pradeep D'souza JWT Singapore Copywriter
  Christiano Choo JWT Singapore Art Director
  Karen Muck JWT Singapore Creative Group Head
  Details
  Brief Explanation:
  The Challenges: - Low cost - Simple yet intriguing - Get noticed in a cluttered environment The Objectives: - To create a memorable and easy to understand campaign - To get people to start thinking about how their choices directly impact our planet and its species - To extend the idea across different mediums
  Describe the brief from the client:
  The brief was to create awareness for the plight of animals that are being exploited for the sake of luxury.
  Description of how you arrived at the final design:
  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.
  Indication of how successful the outcome was in the market:
  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.