Following the ‘green’ theme of my last post, here’s the latest WWF print offering from TBWA/Paris.

Headline: “Before it’s too late”

I’ve often been impressed at the visual immediacy of WWF’s campaigns. The plight of the environment is obviously a rich and emotive visual territory in its own right (so they’ve arguably got a bit of a head start on subject matter), but WWF seem to regularly champion thought-provoking and arresting imagery that is beautifully executed. Admittedly the subject and idea behind this particular press ad feels a bit familiar, and I think the image was probably enough of a ‘headline’ to warrant leaving one out, but the photography alone grabbed my attention and inspired me to think about it.

Strategically, I can’t help wonder whether the overall emphasis of this type of  ’green’ advertising needs to shift from building awareness of the broader issues, to encouraging more specific calls to action… Surely by now most people are aware that our relationship with the environment around us is not perfectly balanced (and in this case that the destruction of trees is starving the Earth of oxygen). Isn’t the real challenge now to educate and inspire individuals to do something specific that will make a difference? I personally think this ‘all-in-one’ DM piece (by Ogilvy, London!) is nice… (no, I didn’t work on it…)

“Change the World with a Pen”

…As is this piece of ambient from Saatchi & Saatchi in Copenhagen (2007).

Headline: “Save Paper - Save the Planet”