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WWF - "WWF keep living coral PRESS" by PHNX Awards 2020

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TituloWWF keep living coral PRESS
Agência
Campanha KeepLivingCoral
Anunciante WWF Hungary
Marca WWF
Data da primeira Transmissão/Publicação 2019 / 6
Produto WWF
História For 2019 Pantone picked Living Coral as the Color of the Year. But corals are in real danger: the world has already lost about 50% of coral reefs that play crucial role in maintaining healthy marine ecosystems.
Pantone's Color of the Year draws attention to our colourful nature - and year after year their new colour becomes a driving force and inspiration for the creative industries, such as design and fashion.
We wanted to address this target audience, since they are powerful influencers and have a strong impact on younger generations. Our environmental conscious message raising awareness of endangered corals was amplified with the representatives of the design and fashion industry.

Inspired by Pantone's colour choice we created a shocking, realistic poster and press campaign to raise awareness of endangered corals. In cooperation with a photographer, we released #keeplivingcoral, a campaign that recreates Pantone’s Living Coral visual, using garbage taken from the oceans: a contradiction that exposes the ugly truth, bringing this serious global problem into focus.
Thus we wanted to address the open minded, environmental conscious generation of youngsters.

We placed our Keep Living Coral ad in the most prominent nature-oriented magazines of the country.

Our #keeplivingcoral campaign was featured in the most important news portals and online magazines, with 12,8 M people reached, 760% rise in mentions and 137% rise in brand interaction.
CHIEF CREATIVE OFFICERS Istvan Bracsok, Levente Kovacs
ART DIRECTOR Luis Paulo Gatti
SENIOR ART DIRECTOR Marcos Mendes Tanaka
SENIOR WRITER Andre Nunes Bueno
WRITER Adam Lenart
DIRECTOR OF PHOTOGRAPHY Bruin Feskens
PHOTOGRAPHER Thirza Schaap
CLIENT SERVICE DIRECTOR Levente Balint
ACCOUNT DIRECTOR Beata Stumpf
ACCOUNT MANAGER Lilla Katona
DIGITAL ACCOUNT EXECUTIVE Borbala Tumo