Alessandro Candito
Creative Director at M&C SAATCHI
Milan, Italy
Title#WeAreThePanda
BriefThe campaign aims to raise awareness and inform people about the importance of protecting the ecosystem to save the new endangered species: humans. For this reason, the focus of the communication is no longer animals, but a heedless and self-satisfied human race that, with a smile on its lips, destroys the nature on which its very survival depends. Finally, the line, which quotes the iconic language of memes, provocatively underlines the absurdity of these behaviours. All campaign activities are gathered under the hashtag #WeAreThePanda which, thanks to a provocative role reversal, capitalises on the iconic power of the WWF symbol to raise awareness of the new endangered species, ours. The campaign communicates the goals of WWF's 2023-25 agenda and creates awareness about issues that, according to the World Economic Forum's Global Risk Report, represent the fastest-accelerating risk factors for humanity in the next 10 years.
Agency
Campaign #WeAreThePanda
Advertiser WWF
Brand WWF Italia

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PostedNovember 2023
Business SectorSubscribers Only
StorySubscribers Only
Media Type Television & Cinema
MarketSubscribers Only
Chief Creative Officer D...de Bo....ci Subscribers Only
Executive Creative Director Al.....dro C....to Subscribers Only
Executive Creative Director M...eo Gr....se Subscribers Only
Photography / Illustration S....no Ro....li Subscribers Only
Producer Ri....do Bi......sso Subscribers Only
Chief Strategy Officer An....no Og.....nti Subscribers Only
Brand Strategy Manager S..a Ma.....to Subscribers Only
Song M...o C....ti Subscribers Only
Copywriter Fr.....ca P....co Subscribers Only
Art Director Fr.....ca Bu....ni Subscribers Only
Head of Production Al.....dro B...io Subscribers Only
Producer Ca....na La.....tti Subscribers Only
Design Director Ve....ca Sa....et Subscribers Only
Design Lead I...ia M....no Subscribers Only
Visual Design G....mo ..i Subscribers Only
Digital Marketing M...a Ci....io Subscribers Only
Post Production B..2 S...io Subscribers Only

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