Title	ANIMALS ARE DISAPPEARING
Brand	WWF
Product/Service	WILDLIFE PRESERVATION
Category	B02. Outdoor
Entrant	PONG Copenhagen, DENMARK
Idea Creation	PONG Copenhagen, DENMARK
Media Placement	PONG Copenhagen, DENMARK
PR	PONG Copenhagen, DENMARK
Production	PONG Copenhagen, DENMARK

Name	Company	Position
Mikkel Elung	PONG	Creative consultant
Rasmus Zepernick	PONG	Art Director
Mette Hørdum	PONG	Creative strategist
Cirkeline Buron	PONG	Brand Manager

Cultural / Context information for the jury

A recent WWF report showed that 68% of wildlife has disappeared since 1970. This means that animals are disappearing faster than anyone imagined. But Denmark is far away from the disappearing animals in a rain forrest, and it can be difficult for Danes to understand just how fast animals are disappearing. But we found out that the disappearing rate matches how often an average Danish bus stops and opens its doors to let passengers out. This gave us a powerful way to demonstrate how fast animals are disappearing.

Tell the jury about the art direction.

The art direction was complicated since we needed the image on the bus to look perfect both with the doors shut and open. When the doors are shut it has to look like the 3 animals are in the photo completely naturally. And when the doors open and rearrange the photo, it still has to look like a completely natural photo of a forrest, just without the animals. And with the doors only opening up 70 cm. it took precision work to create the perfect illusion.