WWF: Dream

We fight every day for our extinction.
We have a dream. A planet without endangered species and environments to be protected, where human beings have learnt to live together with nature. We dream of a world that will have no more need of us.

Agency: Y&R, Rome, Italy
Creative director: Alessandro Canale
Art director: Anna Di Cintio
Copywriter: Simone Bartolini

33 comments

chintan ruparel's picture
chintan ruparel
1516 pencils

wow... i seem to like this very much. such an amazing message. d best wwf ad according to me.
bt thats me! im waiting for wat everyone says..

~ old habits die hard, older ones never do ~

teenie's picture
teenie
1894 pencils

"We fight every day for our extinction"?
"We dream of a world that will have no more need of us"?

I get that the exact wording may be lost in translation, but the meaning goes right over my head. It's better to be extinct? Or maybe they mean it's better that being extinct becomes extinct...?

popdistortion's picture
popdistortion
1594 pencils

Yeah, it should be 'against' extinction, shouldn't it?
Besides the red copy... very good.

chintan ruparel's picture
chintan ruparel
1516 pencils

its quite simple, the last line of d bodycopy answers all ur questions...

~ old habits die hard, older ones never do ~

msred's picture
msred
491 pencils

this is really very nice. makes me sad for the pandas...

chintan ruparel's picture
chintan ruparel
1516 pencils

sad 4 d pandas? dude, it talks of d extinction of wwf itself as an organisation, not pandas. i wonder y havn't u guys got d idea

~ old habits die hard, older ones never do ~

msred's picture
msred
491 pencils

i didnt catch that at ALL.

ellehcimeo's picture
ellehcimeo
3522 pencils

okay my lovelies, WWF would like the world to no longer need their services. they dream of a day when no animal in is need of saving, no animal is in danger of being extinct. that is why they are "fighting for their extinction". the line is supposed to make us scratch our head and read on to get what they mean by that odd statement.
Savvy?

ps. i like the ad.

msred's picture
msred
491 pencils

OOOH, clever.

teenie's picture
teenie
1894 pencils

Oh! I get it now. I think something was lost in the translation. They should maybe have replaced one "we" with "WWF", to make it that much clearer.

Dick Huges's picture
Dick Huges
939 pencils

I like the idea of the ad. Or should I say the ideal?

slim's picture
slim
1047 pencils

Really nice idea, not communicated as well as it could have been.

What is this, WWF week?

annina's picture
annina
18 pencils

Any advice?

slim's picture
slim
1047 pencils

I think the headline just needs re-working. Seems it's got a few confused (though this is almost inevitable).

Maybe 'We believe some things should be extinct.' Then first line of body copy reveals that they're actually talking about themselves. Just my first thought ...

ladisa's picture
ladisa
38 pencils

I like the ad. I think the copy is brilliant, even though some of its power may have been lost in the translation. You can't help but pause and ponder over the message. But it seems the image of the fading panda seems to convey an unintended message: It's not WWF that's being wished to go extinct, but the panda!

"Every ad is an opportunity."

annina's picture
annina
18 pencils

Under the panda you can reed WWF. Maybe one of the most important logo in the world.
People are not so stupid. I wish.
(Sorry for my english!)

loading...'s picture
loading...
26 pencils

I LOVE THIS AD...for me, its 100% EFFECTIVE and right to the point....great concept & twist....10 points!!

tyraptos's picture
tyraptos
74 pencils

I really like this ad. Although many people won't get it, I'm afraid.

Tyra

megan balls's picture
megan balls
2 pencils

DONE! DONE! DONE!

Joseph Campbell's picture
Joseph Campbell
230 pencils

Really nice thought. And thanks Michelle for clarifying the idea for everyone. The only thing I think I would change would be the image itself. I think the logo is too blurred. So much so that it looks more like a picture of a panda, rather than the WWF logo. This idea doesn't need that much of a misdirect.

We'll reconvene at 10.

------

I've decided I hate signatures.

Joseph Campbell's picture
Joseph Campbell
230 pencils

oops

------

I've decided I hate signatures.

poisonivy1409's picture
poisonivy1409
42 pencils

why is there a mistake in the copy ( together) ? Isn't it a published ad?
I kinda like this anyways...

annina's picture
annina
18 pencils

Pubblished without mistakes. Fortunatly.

braindrain's picture
braindrain
240 pencils

they no rite so gud

Ok thought, but it's just trying to turn a phrase really. And the headline is definitely off anyway.

picturejockey's picture
picturejockey
658 pencils

The message in teh ad is good but it might have more impact if
1. It appeared with a more appropriate graphic instead of the WWF logo
2. The copy was a little more prominent.

http://www.picturejockey.com

Rog's picture
Rog
6094 pencils

The headline is a tad too clever for itself.

It seems to have confused quite a few people (that it shouldn't) already!

We all know what WWF stands for.

The last copy line nails it, nicely.

>>>> That's not an ad. THIS is an ad.

me thinks's picture
me thinks
722 pencils

Summum bonum.

Endeio's picture
Endeio
270 pencils

The copy is great. Art Direction could be better. The idea is not that original and could be use for any ONG. So i'll give it 6/10

strictalumn's picture
strictalumn
12 pencils

ahhhh... simple and clever, loves it!

sisotto's picture
sisotto
2 pencils

We fight every day for endeio extinction.

liar's picture
liar
386 pencils

Brilliant. Just brilliant. Just what a non-profit organization want.

papirazzi's picture
papirazzi
30 pencils

it took me 5 times reading to get what its trying to say......still nice ad though

:D smile for papirazzi :D

dunno's picture
dunno

Logo without the panda replaced with the WWF logo only would have been great

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