Bringing the animal extinction threat much closer to home
WWF has for a long time spearheaded the fight for animal rights and the preservation of endangered species, including flora and fauna. The object in this campaign was to underline the extremely pressing issue of the heavy depletion of animal lives as well as their habitats due to human interference with the natural condition of the earth’s climate and plant life. The problem was that the majority of people are ignoring the standard forms of ads and communication for WWF, because they feel somewhat disconnected to the issue, not grasping the severity of the actual problems. Consequently, it was time to move the problem into man’s own habitat, the city.
Show the animals as homeless in the city sleeping bags and boxes were placed in various cities to mark the spots designated as homes for the homeless animals, symbolically illustrating where animals without a habitat would end up, if we didn’t all take action: amongst us in our cities. Simultaneously, magazine ads followed portraying the animals suffering a life at the bottom of human society: a direct metaphor for what was and still is taking place.
We wanted people to give the gift of life to another living being, remembering the image of a panther resting carelessly in the sun, thanks to you and others like you. Or sensing the joy of seeing animals in their natural environment, completely unaware of how close they came to being wiped of the side of the earth. This was was the goal of the campaign: To honor life and everybody’s right to have one.
Idea & Concept: Martin Nørgaard Furze
Art Director: Martin Nørgaard Furze
Copywriter: Martin Nørgaard Furze
Agency: No Sleep