Brief Recap

After talking with Andrew last week about our planning we took a look back at the brief to make sure we meet certain criteria.  We looked back at our actual challenge to inspire the new generation (14-24) year olds that there is a solution to avoid animals becoming extinct.

We noticed that there was something we didn't pick up on which was our outcome has to be a digital element within our design.

I think we have to concentrate on iconic species, key habitats and our use of natural materials; That everything we do has an impact on our planet.

After speaking with Sue we decided we need to produce something that will engage the general public say if our design was displayed in the street.

We want to be interactive.  Our idea of creating posters hasn't completely been abolished but we want to incorporate interaction into these.  Maybe something shocking again using shock tactics or something that happens when someone walks past your board in the street.  We think this could be a great way to capture someones attention and get them involved into WWF and into the responsibility of looking after the planet and endangered species.

Within our planning we wish to work around being interactive and below are some basic images we would perhaps want to work around including interactivity.  This could include something physical happening or noises being activated.

Polar bear

Polar ice cap

African elephants

Rain forest scape

WWF Research

I have been researching into previous posters of WWF.  Since I will be creating 2 posters, this is the first thing I wanted to be doing.  I also feel it is relevant to search for existing WWF media such as videos campaigns and other sort of advertisement for the company.  I will do this later.  Below here is some visual research into what I consider to be some of the best WWF posters.

This one above is so so simple and so so effective.  I love these type of posters.  The panda in the background is so faded to point of being barely being visible, associating this with extinction.  The text that reads 'We fight every day for out extinction' is bold and in a blood red colour to symbolise death.

Above in this poster is a picture of a mans face with lots of wildlife creatures making up the facial features.

Another simple but effective poster.  Naughts and crosses with a boot symbolising us and a deer looking creature.  The way this has been designed has us winning, symbolising we are stamping all over the environment.

Above is another poster within the same theme.  Slightly different having a bag symbolising animal hide to create this.

This one is rather graphic and what I would consider 'shock' advertisement.  A baby in a turtle's shell crawley back to it's natural habitat.  Two hands are present with a knife in one of them.  The top of the poster has a sticker that reads 'Imagine this is yours'.  This poster has that fear element and puts you're mind in one of the animals.  What if this was your baby being hunted.  This poster is meant for people to stop and take action against what we are doing to animals and our planet.

Symbolising an eye test, the words tiger gets smaller on every line when you try to read it.  This one is pretty self explanatory.  As the word becomes smaller, so does the amount of tigers left in the wild symbolising extinction.  

Above is a picture of someone's first clenched.  Just from this, this may portray anger or frustration.  The fist is painted to make it look like an elephant with tusks. This is such a clever way of including an endangered animal and humans together.   

Above is a poster of a giraffe in it's habitat only being made out coins, meaning money.

The above poster is dull but has a strong message behind it.  The evolution of an animal and the end photo is of a tusk.  Meaning this is whats happening if we carry on the way we are.

The above is deers or deer like creatures also with pandas incorporated into them.

Above shows what it would be like having animals in our environment.  Sharks swimming around in the city and actually hunting us.  Again putting us in their heads.

This one above is also a bit frightening.  A man with a fish head.  The expression on the face is very doubtful and scared, demonstrating what we should feel.  Stop climate change before It changes you. Meaning the way we live our lives.

This shows 2 polar bears in a scape with industrial machinery, out of their habitat.

Above shows a baby penguin and it's parent.  From my point of view they are looking for food and are put into a human perspective.  Their habitat has been destroyed therefore put into ours.

A rabbits foot as a lucky charm is shown above and the title text is pretty moving.  

In my opinion this is one of my favourite posters.  In some ways this is rather graphic but I think you have to be this way to show a strong image portraying a strong message.  A women in an airport with her luggage streaming animal blood.  I think this type of message is extremely strong and would be one of the more successful posters.  I find this way of communicating the message very good and can consider a similar sort for my own.  Message; Don't kill animals for their fur.

Again, penguins out of their natural habitat.

This poster is rather powerful.  The ice in the drink represents the polar bear's natural habitat melting away just like in a drink.  And like ice in a drink, ice melts fast so this message is clear, simple and effective.  This is a good way of showing something completely different to the subject matter with a linking fearful message behind it.

The above represents oil spills and pollution.  Its clever how the designer has used a bucket then used a natural scape.  The natural river comes across as oil because of the colour.

The same is represented in this one.  Only in a cityscape.  I find this one more effective as the colour of the river in the city really looks realistic.  

Above is a gold player using an axe.  This poster is about trees and says along the bottom 'par: 200,000 trees!'  This poster symbolises the destruction of trees and animals habitat.

I really like these 'You can help' WWF posters.  I love their visual style of 

Another 'You can Help' poster.  This poster is comes across as so fearful.  Forcing an animal out of it's own habitat.  When you put this into the shoes of a human, making them homeless the above picture is pretty much what it's saying.  This is very powerful.

D&AD WWF

We are new working from the D&AD brief sets.  After getting together in groups we analysed different briefs and what the entail.  We broke down the briefs to know exactly what the challenge was.  Highlighting key words and phrases helped me understand more about the company and what they wanted.  After this stage I took a look at all the briefs again.  I did not want to choose a brief which wanted a website or video type product because this isn't massive interest for me.  And also our last project was WordPress so I wanted variety.

The challenge is to inspire a new generation to understand that we all have an impact on our planet and an effect on its health.  Take the Living Planet Report findings and make them relevant and accessible to the 'always on' generation.  Find a way to communicate that our relationship with the planet is reciprocal: we need the planet and the planet needs us.

All the evidence is there.  So how do you make people engage with it and then change their behaviour?


It is for 14 to 24 year olds, who have the opportunity to shape their futures.  They might be interested in the cause but it's difficult to engage them to the point of action.


Points to consider what are the reasons people don't get involved?  What are the barriers?  Awareness without action doesn't solve the problem.
Changing our course and finding alternative pathways won't be easy but Its can be done.
This isn't just about regurgitating facts and figures.
What's the story that underlies the statistics?  How can we make it real to people, something they care enough to act on?
Think about WWF's heritage, their brand position, to create a future where humans and nature live in harmony, and their brand beliefs.
Consider, understand, and let the following inform your response:
The importance of biodiversty, iconic species, key habitats and our use of natural materials;  That everything we do has an impact on our planet and we are living beyond our planet's means; The interconnectedness of all living things;  The speed of change and our responsibility to look after our planet, for now and for the future generations.


The essential stuff to consider is an integrated campaign that considers all communication channels relevant to the idea (i.e. print, digital, experiential)
Use the social WWF x D&AD logo included in the brief pack.  Do not use the standard logo.


I choose WWF.  The reason I chose WWF is because I wanted to create a poster visually describing why the planet's environment is our responsibility and what the consequences are if we don't change our habits.