Creative Gallery on Sustainability Communications


"WWF " For WWF
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Description / Synopsis

For several years, WWF has been campaigning against global warming and raising awareness of the issue in the Philippines. If they’re to be successful, it’s vital that the Bill they have been promoting - the Renewable Energy Act – is passed by the Philippine Government. Our brief was to create awareness of the Bill and generate active public support.


With a limited budget, we decided to focus on people who were likely to be sympathetic to the cause. We targeted those who were going to see Al Gore’s film “An Inconvenient Truth” with an ad that would get them actively involved in the campaign. We set up huge sign-up sheets in the cinema foyers inviting moviegoers to ‘Sign here to reduce global warming’. The red pen they signed with was marked like a thermometer. So that the more signatures we got, the lower the ink goes - and thereby the temperature - would appear to go down as well.


The sign-up sheets were a huge success, with over 90% of those who went to see the film taking time to sign the posters. They helped WWF raise a petition of over 385,000 signatures supporting the Bill. Coverage of the ads in the local press also gained publicity for the cause in the local press. Most importantly, thanks to increased pressure from the public and the media, WWF now seems almost certain to get the Bill passed.

Title"WWF "
AgencyBBDO / Guerrero Ortega
CityMakati City
Sustainability Themes Climate Change & Atmosphere, Education & Awareness
Date of First Publication 21/11/2006
Country of ProductionPhilippines
TypeOutdoor / Out of Home
TaglineSign here to reduce global warming.
Awards -The Work Accepted, 2007
-Communications Arts, Advertising Annual 48, 2007
-Asian Outdoor Advertising, 2007 (Bronze)
-Cannes Lions, 2007 (Silver) for Outdoor
-One Show, 2007 (Silver)
-D&AD In Book, 2007
-Asian Advertising Festival, 2007 (Finalist) for Outdoor
Account Director: Karen Go
Art Director: Joel Limchoc ,  Joni Caparas
Artist: Manny Vailoces ,  Jet Concepcion
Associate Creative Director: Joni Caparas
Copywriter: David Guerrero ,  Simon Welsh
Creative Director: Joel Limchoc ,  Simon Welsh
Creative Team: Candy Cruz
Executive Creative Director: David Guerrero
Photographer: Dindo Villaester
Print Producer: Al Salvador
Print Production Manager: Zeth Pascual
Production Manager: Cielo Laforteza