WWF | Step into their skin

The brief

We have a duty to shine a light on the risk of extinction facing some precious species and to call everyone together to fight the threats that could erase treasures of biodiversity in Italy and around the world.

Marketing objective: make the target group aware of the WWF initiatives that protect endangered species.

Communication objective: raise public awareness of the issue of species facing extinction.

Target: women and men aged 18 and over who care about the environment and climate change. Tone of voice engaging, value driven, direct, concrete. Keywords: weigh, reflect, act, change.

The visual solution

To convey complete identification I built photomontages combining human faces with details of endangered species.

Print

An interactive print. To push identification as far as it goes I replaced the paper with a mirror, so that people stopping in front of it could wear the features of each endangered species. Scanning the QR code gives all the information about that species directly from the WWF Italy site.

DOOH

Here identification is central. To maximise the format I designed a touch totem with a camera, allowing both passive and active interaction.

Passive: when a person stops in front of the camera, the call to action Smile starts a video with a countdown before the shot.

Active: after the shot the person is asked for their details to receive by email their own identity card, generated with one of the 16 endangered animals. In place of the document number sits the number of specimens left of that species.

Billboard

The billboard pulls the whole campaign together and brings attention back to the question echoing everywhere: what if I told you that, like you, there are only about... left?

An exercise that led me to build an awareness campaign that, through identification, makes people reflect on the world we are living in. Every small action of ours has a consequence. What if we were the species at risk of extinction?