Endangered Wildlife Trust: Daily Extinction

Advertising Agency: Lowe Bull, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Directors: Cameron Watson
Copywriter: Simon Lotze
Photographer: Cameron Watson

November 2008


Booz De Winters's picture
Booz De Winters

It's much too simple consequently disallowing a quick comprehension of the message. Needs to be clearer quicker.

primo_susto's picture
440 pencils

a lot of bugs from geetyimages

i like this one

kgeiger's picture
7283 pencils

I could just be over-analysing this, but it seems as if these icons are a bit misleading.
I mean, how many mammals actually become extinct everyday?
Which is not to say that exaggeration isn't okay to use every now-and-again. But if the pay-off is a statistic, then I would expect it to be correct.
Otherwise I'm not donating any of my hard-earned cash.

Guest commenter's picture
Guest commenter

It's nice to see that print newspaper still has uses. I like it.

scarfinati's picture
837 pencils

“It's much too simple consequently disallowing a quick comprehension of the message. Needs to be clearer quicker.”

And that thought is over-complicated. You could’ve just said its too slow.

And i disagree. This idea can never be as quick as a single page ad because it works over several pages. You’re comparing apples and oranges.

brc912's picture
105 pencils

One thing I noticed... because I am bored at work... I counted the extinct animal icons, and there are only 135... The copy says "By the end of today another 137 species will be extinct." If they are going to come that close to the actual number, then they should have added 2 more stinking icons. (and YES, I'm that bored, damned economy!)

I like the ad as a continuation from page to page because it emphasizes the point that there are a lot, and I would be just intrigued enough to turn to the end to see what it said. Also, as far as the icons having mammals and bugs, etc., that does not bother me because any animal can become extinct. It is true that not all 137 are mammals, but some of them could be if we do not watch how we treat this planet.

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