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.