| Brief | The 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. |
| Story | WWF has always been committed to the protection of endangered species, one above all, the Pandas which are also the symbol of the NGO, and of a challenge that is now finally won. But today, there is a new species to protect: humans. With the campaign #WeAreThePanda, WWF communicates its new positioning with an ironic and provocative tone of voice that recalls the language of memes and emphasizes the absurdity of our behaviour: if humanity is becoming extinct, it is only because of it. Unconsciously, we destroy every day the nature on which our survival depends, with a smile on our lips. |
