WWF 'reduce' by DDB London

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DDB London has created a print campaign for WWF, which focuses on environmental issues, climate change and deforestation. The month-long carbon-neutral campaign will start in Birmingham and is set to be rolled out nationwide next year. It aims to reposition WWF away from its animal-focused image to reflect all its environmental work. One ad features a tree in a rainforest. The logger chopping it down has been shrunk in size and the strapline reads: "Help us reduce deforestation". Another ad shows a miniature fishing trawler leaving harbour, with the line: "Help us reduce overfishing". WWAV Rapp Collins has produced a mailer encouraging people to become WWF members.

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DDB London, WWF, Press

Released: 25 October 2005

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Credits

Project name
Reduce
Client
Giles Robertson, head of marketing, WWF
Brief
To show how WWF is tackling threats to the environment
Creative agency
DDB London
Copywriter
Ben Tollett
Art director
Emer Stamp
Planners
Donald Pirie, Nicolette Robinson
Media agency
WWAV Rapp Collins Media
Media planner
Tara Colley
Photographer
David Harriman
Photographer's agency
Mark Gibson
Retouching company
Loupe
Exposure
Press and poster

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