WWF: Circle of life

Advertising Agency: Grey Group, Singapore
Chief Creative Officer: Ali Shabaz
Art Directors: Alex Tan, Ang Sheng Jin
Production Manager: Bobby Koh
Copywriter: Joseph Cheong
Photographer: Kin Yee / Teo Studio
Retoucher: Felix Wang
Props Maker: Kin Yee

October, 2011


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Yeah - it's lovely as an idea, and visual - but unlike what they show, it doesn't strike me. I still feel safe while cutting trees down.

youngilvy's picture
142 pencils


Troll's picture
665 pencils

Very cool.

soccrates's picture
35 pencils

works perfectly. the message is clear, but for me the guy there is too small.

Shwetastar2003's picture
21 pencils

has been used before.. common idea

bate_palmas's picture
1479 pencils


mrMagic's picture
798 pencils

Nice art. Great idea.

atb2005's picture
13561 pencils

What are you all raving about? If this was done by a student, you'd have said "first thought". Nothing really amazing.

thedavesiknow's picture
167 pencils

OK Einstein, let's see some of your work.

KOWU's picture
111 pencils
Nike Diesel's picture
Nike Diesel
13431 pencils

Don't call anyone a loser, especially if you can't spell correct.
Anyway, here's another one:

KOWU's picture
111 pencils


Taylormade's picture
408 pencils


Nike Diesel's picture
Nike Diesel
13431 pencils

I thank you for correcting me :)

NicoCiego's picture
1033 pencils

hahaha, KOWU, you're such a child.

KOWU's picture
111 pencils


kleenex's picture
40654 pencils

nothing special imo.

thedavesiknow's picture
167 pencils

Simple. Surprising. Unexpected. Clear.

Awesome work.

karmacoin's picture
688 pencils

nice application of an already done idea, even at cartoons...

youngilvy's picture
142 pencils

Familiar concept, but different execution. Nice

le roi's picture
le roi
128 pencils

Same idea, already done before. Why repeat the same work? Yes the ads is nice. But why doesn't find another way to tell the same concept.

Nick Partyka's picture
Nick Partyka
6 pencils

We had the same concept too in a campaign done last month. Originally had the exact same idea for execution but opted for something more print friendly so we could make more pieces than just one:


P.S. Huge fan of this Ad, great minds think a like and their execution is super sexy.

KOWU's picture
111 pencils

NICK, what did you mean by saying done last month? Are you still a student man, this place it's not for you....

xiangyiwei's picture
20 pencils

Advertising is very lively, easy to understand, simple, but often such a simple thing to do well is very rare. Sokoban works using the form, then turned down a full tip. Finally hit their own. very interesting I like it.

PDF's picture
66 pencils

message clear but concept overused !

JensH's picture
111 pencils

Wow, brilliant! Too bad it has been done before...

Phil Indeblanc's picture
Phil Indeblanc
50 pencils

This is a theme that can be replayed in various ways. I wouldn't strike it for the idea, as circle of life is a theme almost like sex playing a roll. How you interpret this is key. I actually love the illustration..BUT the application is iffy for me.A bit static. Taking the trees out of nature and placing on seamless is nice visually, but makes the concept of cutting them OK, as they are not in nature anyway. they work as props. It detatches the viewer from the connection and relies on a bit comic/cartoon-ish thought of the tree striking back.

I still like it very much. Visually clean. not a slam, yet good.
A simple surrounding boarder of birds or species overlooking the scene without a place to live would help drive the idea back to the intention.

ladybug2535's picture
78 pencils

There is absolutely no point in name-calling, especially on a forum like this. Loser? Hardly. NOTHING IS EVER completely original, it is the application that brings it into the realm of originality or creative.

Circle of Life. Unintended consequences. "What goes around comes around". Take your pick. I can think of a lot of cliches that would fit. I think the ad would have been more effective visually if it filled up more of the page. That's an awful lot of white space. I can't think of a reason to have so much white space unless the intention WAS to imply the disconnection of humankind (and our forests?) from nature. I also think that it would have worked better with larger images: fewer trees, bigger trees. The man is way too small, it's easy to miss what he is doing at first glance. I DO like that the ad makes you think. I also think that the WWF logo should be bigger, that would make it easier for the viewer to get the point. Perhaps the logo could be in the middle of the circle. All in all, a mixed critique.

Lisbon freak's picture
Lisbon freak
492 pencils

Good, but we've seen o lot of these pictures making a round, haven't we?

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