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Dream

Published/Aired: 
February 2007
 Dream

Description

Caption

We fight every day for our extinction.
We have a dream. A planet without endangered species and environments to be protected, where human beings have learnt to live together with nature. We dream of a world that will have no more need of us.

Advertising Agency: Y&R, Rome, Italy
Creative director: Alessandro Canale
Art director: Anna Di Cintio
Copywriter: Simone Bartolini
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chintan ruparel's picture

wow... i seem to like this very much. such an amazing message. d best wwf ad according to me.
bt thats me! im waiting for wat everyone says..

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

teenie's picture

"We fight every day for our extinction"?
"We dream of a world that will have no more need of us"?

I get that the exact wording may be lost in translation, but the meaning goes right over my head. It's better to be extinct? Or maybe they mean it's better that being extinct becomes extinct...?

teenie
Activity Score 1894
Copywriter
popdistortion's picture

Yeah, it should be 'against' extinction, shouldn't it?
Besides the red copy... very good.

popdistortion
Activity Score 1592
chintan ruparel's picture

its quite simple, the last line of d bodycopy answers all ur questions...

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

msred's picture

this is really very nice. makes me sad for the pandas...

msred
Activity Score 491
Graphic Designer
chintan ruparel's picture

sad 4 d pandas? dude, it talks of d extinction of wwf itself as an organisation, not pandas. i wonder y havn't u guys got d idea

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

msred's picture

i didnt catch that at ALL.

msred
Activity Score 491
Graphic Designer
ellehcimeo's picture

okay my lovelies, WWF would like the world to no longer need their services. they dream of a day when no animal in is need of saving, no animal is in danger of being extinct. that is why they are "fighting for their extinction". the line is supposed to make us scratch our head and read on to get what they mean by that odd statement.
Savvy?

ps. i like the ad.

ellehcimeo
Activity Score 3376
Art Director
msred's picture

OOOH, clever.

msred
Activity Score 491
Graphic Designer
teenie's picture

Oh! I get it now. I think something was lost in the translation. They should maybe have replaced one "we" with "WWF", to make it that much clearer.

teenie
Activity Score 1894
Copywriter
Dick Huges's picture

I like the idea of the ad. Or should I say the ideal?

Dick Huges
Activity Score 937
Copywriter
slim's picture

Really nice idea, not communicated as well as it could have been.

What is this, WWF week?

slim
Activity Score 1047
Copywriter
annina's picture

Any advice?

annina
Activity Score 18
Art Director
slim's picture

I think the headline just needs re-working. Seems it's got a few confused (though this is almost inevitable).

Maybe 'We believe some things should be extinct.' Then first line of body copy reveals that they're actually talking about themselves. Just my first thought ...

slim
Activity Score 1047
Copywriter
ladisa's picture

I like the ad. I think the copy is brilliant, even though some of its power may have been lost in the translation. You can't help but pause and ponder over the message. But it seems the image of the fading panda seems to convey an unintended message: It's not WWF that's being wished to go extinct, but the panda!

ladisa
Activity Score 38
Creative Director |

"Every ad is an opportunity."

annina's picture

Under the panda you can reed WWF. Maybe one of the most important logo in the world.
People are not so stupid. I wish.
(Sorry for my english!)

annina
Activity Score 18
Art Director
loading...'s picture

I LOVE THIS AD...for me, its 100% EFFECTIVE and right to the point....great concept & twist....10 points!!

loading...
Activity Score 26
Other
tyraptos's picture

I really like this ad. Although many people won't get it, I'm afraid.

Tyra

tyraptos
Activity Score 74
Other
megan balls's picture

DONE! DONE! DONE!

megan balls
Activity Score 2
Copywriter
Joseph Campbell's picture

Really nice thought. And thanks Michelle for clarifying the idea for everyone. The only thing I think I would change would be the image itself. I think the logo is too blurred. So much so that it looks more like a picture of a panda, rather than the WWF logo. This idea doesn't need that much of a misdirect.

We'll reconvene at 10.

Joseph Campbell
Activity Score 190
Creative Director |

------

I've decided I hate signatures.

Joseph Campbell's picture

oops

Joseph Campbell
Activity Score 190
Creative Director |

------

I've decided I hate signatures.

poisonivy1409's picture

why is there a mistake in the copy ( together) ? Isn't it a published ad?
I kinda like this anyways...

poisonivy1409
Activity Score 42
Other |

Advertising student from Paris

annina's picture

Pubblished without mistakes. Fortunatly.

annina
Activity Score 18
Art Director
braindrain's picture

they no rite so gud

Ok thought, but it's just trying to turn a phrase really. And the headline is definitely off anyway.

braindrain
Activity Score 240
Copywriter
picturejockey's picture

The message in teh ad is good but it might have more impact if
1. It appeared with a more appropriate graphic instead of the WWF logo
2. The copy was a little more prominent.

http://www.picturejockey.com

picturejockey
Activity Score 658
Creative Director at RK Swamy BBDO |

http://www.picturejockey.com
View Navin Harish's profile on LinkedIn

Rog's picture

The headline is a tad too clever for itself.

It seems to have confused quite a few people (that it shouldn't) already!

We all know what WWF stands for.

The last copy line nails it, nicely.

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

me thinks's picture

Summum bonum.

me thinks
Activity Score 722
Copywriter
Endeio's picture

The copy is great. Art Direction could be better. The idea is not that original and could be use for any ONG. So i'll give it 6/10

Endeio
Activity Score 270
Copywriter
strictalumn's picture

ahhhh... simple and clever, loves it!

strictalumn
Activity Score 12
Other
sisotto's picture

We fight every day for endeio extinction.

sisotto
Activity Score 2
Copywriter
liar's picture

Brilliant. Just brilliant. Just what a non-profit organization want.

liar
Activity Score 384
Other
papirazzi's picture

it took me 5 times reading to get what its trying to say......still nice ad though

papirazzi
Activity Score 30
Photographer |

:D smile for papirazzi :D

dunno's picture

Logo without the panda replaced with the WWF logo only would have been great

dunno
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