WWF Irreversible Case Study
The Challenge was to instill hope and raise awareness for WWF-Canada's 10-year plan to Regenerate Canada, addressing the real and seemingly insurmountable issue of climate change that leaves younger generations feeling anxious, stressed, and hopeless. To make the path to solving it more achievable, they broke it down into measurable goals: restoring 1 million hectares to nature, protecting 100 million hectares for wildlife, and locking away 30 million tonnes of carbon by 2030. The campaign used the most frequently-used word in the climate change lexicon to emphasize that there is still time to reverse course. Through a nation-wide OOH campaign and simple visualizations, they showed Canadians what can still be reversed: wildlife decline, habitat loss, and industrial impact. A 30-second PSA on TV and social media urged urgent action, generating 72+ million impressions and significantly increasing engagement on wwf.ca. The campaign succeeded in giving people tangible objectives to support, offering hope for a better future.
Awards:
Bronze - AToMiC Sustainability
Featured in Cannes with its 20th annual “Great Ads for Good”
Featured in Cannes with its 20th annual “Great Ads for Good”
CREDS
Executive Creative Director: Colin Craig
Chief Creative Officer: Ian Mackenzie
Art Director: Steve Ierullo, Georgia Inerfield, Allison Kustec
Copywriter: Hemal Dhanjee, Patrick Godin, Jamie Galloway
Associate Creative Director: Mike Kotevich
VP, Group Account Director: Scott Sloggett
Strategy Director: Rory Webber
Designer: David Woodger
VP Product: Bonnie Chung
Technical Project Manager: Richard Chao
Group Director, Print Production: Joyce Jackson
Account Executive: Madison Pineo
President: Andrea Cook
VP Technology: Stuart Cheesmond
Executive Creative Director: Colin Craig
Chief Creative Officer: Ian Mackenzie
Art Director: Steve Ierullo, Georgia Inerfield, Allison Kustec
Copywriter: Hemal Dhanjee, Patrick Godin, Jamie Galloway
Associate Creative Director: Mike Kotevich
VP, Group Account Director: Scott Sloggett
Strategy Director: Rory Webber
Designer: David Woodger
VP Product: Bonnie Chung
Technical Project Manager: Richard Chao
Group Director, Print Production: Joyce Jackson
Account Executive: Madison Pineo
President: Andrea Cook
VP Technology: Stuart Cheesmond
Editorial: School Editing
Editor: Lauren Horne
Producer: Yumi Suyama
Editor: Jay Baker
Music: Grayson Music
Producer: Nicholas Shaw
Voice Director: Tyson Kuteyi
Engineer: Brian Bernard
Sound Designer: Mike isanti
Media: Initiative
Mike Cortiua, VP Client Advice and Management
Forrest Yiu, Sr. Communications Designer
Andrew Steyaert, Supervisor, Communication Design
Editor: Lauren Horne
Producer: Yumi Suyama
Editor: Jay Baker
Music: Grayson Music
Producer: Nicholas Shaw
Voice Director: Tyson Kuteyi
Engineer: Brian Bernard
Sound Designer: Mike isanti
Media: Initiative
Mike Cortiua, VP Client Advice and Management
Forrest Yiu, Sr. Communications Designer
Andrew Steyaert, Supervisor, Communication Design
