Conservation Collection

Agency: Accenture Song



Accenture Song, WWF, and C41 Unite for a Worthy Cause in a Unique Christmas Campaign to Unveil the WWF Conservation Collection

Accenture Song and C41 proudly announce the release of the campaign for the WWF Conservation Collection. Rather than the ordinary Christmas jumpers we are all used to, the WWF Conservation Collection invites us to gift one of the four designs from the collection, made of 100% recycled and sustainable wool, to support the conservation efforts for four endangered species.

Directed by Alice Fassi and produced by C41, the video campaign opens with a nod to classic fashion films, where models often walk aimlessly, striking static and senseless poses. However, through a light-hearted yet effective tone, the narrative takes a turn as the voice-over engagingly highlights the features of the Christmas sweaters, causing the models to shed their traditional fashion personas and embody the movements of the animals depicted on their sweaters.

Models transform into creatures of the wild: one sits on the floor, playfully biting a Christmas tree like a panda; another lies belly-down, moving like a turtle; the third, with the stealthy gait of a tiger, crawls behind a small tree, shifting branches to look around; the last moves an arm as if it were an elephant's trunk, shaking a glass snow globe containing a small animal (panda or tiger). Breaking free from the norms of a typical fashion film, they turn it into a subtle parody.

The set design plays a crucial role in bringing this idea to life. Evoking the classic Christmas fashion film aesthetic—elegant, sweet, and minimal—the setup features a neutral, colourful backdrop with elements like snow, a Christmas tree, and decorations such as glass balls and other small objects. This seemingly traditional scene awaits a transformation as models adopt animalistic movements, interacting with props and disrupting the expected ambiance.

To enhance the realism of the set, the video incorporates sound effects related to both the Christmas and animal contexts. These effects, complemented by on-set visual effects, add dynamism to the narrative. For instance, the sound of a disappearing turtle head within the sweater or the simulated trumpeting of an elephant accompanied by the tousling of the tiger's hair adds an extra layer of parody to the story.

The WWF Conservation Collection seeks to turn the most famous Christmas tradition into something meaningful for nature. Available through radio, TV, digital, and social media channels, the campaign encourages us to embrace a festive spirit that supports wildlife conservation.

For more information visit or view/embed the campaign via:

This professional campaign titled 'Conservation Collection' was published in Italy in November, 2023. It was created for the brand: WWF, by ad agency: Accenture Song. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted 5 months ago by Niccolo.


Creative Agency: Accenture Song
Chief Creative Officer: Davide Boscacci
Executive Creative Director: Matteo Grandese, Alessandro Candito
Copywriter: Marta Corna
Art Director: Mauro Lucafò
Chief Strategy Officer: Antonio Ognissanti
Brand Strategy Manager: Sara Mantenuto
Song Account Lead: Mirko Canetti
Client Account Management Manager: Annalisa Vacca
Client Account Management Specialist: Simona Maggio
Head of Production: Alessandro Francesco Brivio
Producers: Caterina Lazzeretti, Mattia Sereno
Design Associate Director: Veronica Sambonet
Design Manager: Ilaria Marrano
Digital Product Design Specialist: Flora LovatiAudio Post-production: Disc To Disc
Music Agency: SIZZER
Production Company: C41
Creative Director C41: LEONE
Creative C41: Inga Lavarini
Creative C41: Nicole Salotti
Director: Alice Fassi
DOP: Giulio Melani
Photographer: Simona Gentile
Executive Producer C41: Barbara Guieu
Producer C41: Irene Rei
Production Manager C41: Maria Borgognoni
Production Assistant C41: Riccardo Pagano
1st AD: Costanza Doria
1st AC: Gabriele Segata
Stylist: Simone Folli
Styling Ass.: Yaya Zeng
MUA: Elisa Maisenti
MUA Ass.: Serena Di Rocco
Hair Stylist: Sergio Sorbello
Manicurist: Sara Guidi
Set Designer: Caterina Pomante
Set Designer Ass.: Michela Montandon
Prop Master: Antonio Pelliccia
VFX Supervisor: Giorgio Ajello
Gaffer: Davide Bianchi
Electricians: Gaetano Gagliardi, Gabriele Santi
Key Grip: Sebastiano Massimiliano Esposito
Models: Alberto, Paulo, Peace, Caterina
Client: WWF Italia
Marketing & Communications Director: Benedetta Flammini
Head of Communication: Antonio Barone
Brand Communication Supervisor: Nina Mollica
Digital Manager: Marica Fachin
Digital marketing officer: Giulia Potier


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