WWF has released a stop-motion Christmas ad bringing to light the challenges facing wildlife as a result of mass deforestation.
Created by Uncommon Creative Studio, "Adopt a better future" begins as a jaguar runs away from a bulldozer in a burning forest.
"The world is disappearing and we are the last generation who can save it," a voice says, while a girl steps between the animal and the machine.
More people band together to support the young protagonist, blowing the bulldozer to pieces, and the spot ends with the girl in her room, which is filled with jaguar memorabilia.
The spot is launching today (13 November) during Coronation Street on ITV, and will appear on Channel 4 and on-demand platforms throughout the Christmas season. It will also screen in cinemas across the UK from 22 November.
"In the sea of ads being released around Christmas, hopefully this is one that stands out and resonates with people," Polly Bianchi, head of acquisition at WWF, told Campaign.
"We came up with an 'adopt a better future' tagline to show the public that they are doing more than adopting an animal – they’re adopting the habitat around it.
"This is real, this is happening in parts of the world and we can really tell those stories and show people our work in the field."
According to WWF, almost 60,000km2 of land was burned in the Amazon region between January and September – 96% higher than the same period last year.
Likewise, deforestation alerts were up 86% on last year and more than 365 endangered species were put at a greater risk.
The latest film follows last year’s "For your world" campaign (Uncommon’s first work for the organisation), which highlighted our responsibility as "the first generation to know we are destroying the world".
Nils Leonard, co-founder of Uncommon, said: "Many of the challenges facing our world can sometimes leave us feeling helpless. But collective action can add up to make a powerful positive change. This is about inspiring and demonstrating that together, we can choose to adopt a better future."
Ben Allan, account manager at Uncommon, added: "WWF has traditionally been more focused on animal adoption as a present you might give to a family member at Christmas, so linking that to the real-world impact of these adoptions has been a nice experience.
"I think the ad wouldn't have had the same impact if we flew to a rainforest and shot it for real. In a weird way, stop-motion brings so much more personality to the ad."
The work was directed by Noah Harris through Agile Films.
Harris told Campaign: "I've got children and I feel like their future may be disappearing, so I want to get involved in anything that I can to fix that.
"It's quite nice to be able to do something that has a positive impact, as opposed to a negative one."