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November 2008
Endangered Wildlife Trust:  Daily Extinction
Endangered Wildlife Trust Print Ad -  Daily Extinction

Description

Print advertisement created by Lowe, South Africa for Endangered Wildlife Trust, within the category: Public Interest, NGO.

Advertising Agency: Lowe Bull, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Directors: Cameron Watson
Copywriter: Simon Lotze
Photographer: Cameron Watson
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Highest Rated

kurtberengeiger's picture

I could just be over-analysing this, but it seems as if these icons are a bit misleading.
I mean, how many mammals actually become extinct everyday?
Which is not to say that exaggeration isn't okay to use every now-and-again. But if the pay-off is a statistic, then I would expect it to be correct.
Otherwise I'm not donating any of my hard-earned cash.

kurtberengeiger
Activity Score 7341
Copywriter
Booz De Winters's picture

It's much too simple consequently disallowing a quick comprehension of the message. Needs to be clearer quicker.

Booz De Winters
primo_susto's picture

a lot of bugs from geetyimages

i like this one

primo_susto
Activity Score 440
Graphic Designer
kurtberengeiger's picture

I could just be over-analysing this, but it seems as if these icons are a bit misleading.
I mean, how many mammals actually become extinct everyday?
Which is not to say that exaggeration isn't okay to use every now-and-again. But if the pay-off is a statistic, then I would expect it to be correct.
Otherwise I'm not donating any of my hard-earned cash.

kurtberengeiger
Activity Score 7341
Copywriter
Guest commenter's picture

It's nice to see that print newspaper still has uses. I like it.

Guest commenter
scarfinati's picture

“It's much too simple consequently disallowing a quick comprehension of the message. Needs to be clearer quicker.”

And that thought is over-complicated. You could’ve just said its too slow.

And i disagree. This idea can never be as quick as a single page ad because it works over several pages. You’re comparing apples and oranges.

scarfinati
Activity Score 843
Art Director
brc912's picture

One thing I noticed... because I am bored at work... I counted the extinct animal icons, and there are only 135... The copy says "By the end of today another 137 species will be extinct." If they are going to come that close to the actual number, then they should have added 2 more stinking icons. (and YES, I'm that bored, damned economy!)

I like the ad as a continuation from page to page because it emphasizes the point that there are a lot, and I would be just intrigued enough to turn to the end to see what it said. Also, as far as the icons having mammals and bugs, etc., that does not bother me because any animal can become extinct. It is true that not all 137 are mammals, but some of them could be if we do not watch how we treat this planet.

brc912
Activity Score 105
Graphic Designer
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