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
|
Credits
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.