Circle of life

Agency Network: 
October 2011
WWF:  Circle of life
WWF Print Ad -  Circle of life


Print advertisement created by Grey, Singapore for WWF, within the category: Public Interest, NGO.

Advertising Agency: Grey Group, Singapore
Chief Creative Officer: Ali Shabaz
Art Directors: Alex Tan, Ang Sheng Jin
Production Manager: Bobby Koh
Copywriter: Joseph Cheong
Photographer: Kin Yee / Teo Studio
Retoucher: Felix Wang
Props Maker: Kin Yee
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Highest Rated

youngilvy's picture


Activity Score 142
Creative Director
CrackerJackFlash's picture


Activity Score 19604
Creative Director at CrackerJackFlash |

jackmancer2017's picture

Yeah - it's lovely as an idea, and visual - but unlike what they show, it doesn't strike me. I still feel safe while cutting trees down.

Activity Score 6992
Copywriter at Editor/Student
youngilvy's picture


Activity Score 142
Creative Director
Troll's picture

Very cool.

Activity Score 672
Copywriter |


soccrates's picture

works perfectly. the message is clear, but for me the guy there is too small.

Activity Score 35
Shwetastar2003's picture

has been used before.. common idea

Activity Score 21
bate_palmas's picture


Activity Score 1479
mrMagic's picture

Nice art. Great idea.

Activity Score 798
Graphic Designer at RES Group
atb2005's picture

What are you all raving about? If this was done by a student, you'd have said "first thought". Nothing really amazing.

Activity Score 13547
thedavesiknow's picture

OK Einstein, let's see some of your work.

Activity Score 167
KOWU's picture
Activity Score 111
Miami Ad School Europe
Nike Diesel's picture

Don't call anyone a loser, especially if you can't spell correct.
Anyway, here's another one:

Nike Diesel
Activity Score 13708
Art Director
KOWU's picture


Activity Score 111
Miami Ad School Europe
Taylormade's picture


Activity Score 406
Nike Diesel's picture

I thank you for correcting me :)

Nike Diesel
Activity Score 13708
Art Director
NicoCiego's picture

hahaha, KOWU, you're such a child.

Activity Score 1031
Art Director at Quezon City Philippines
KOWU's picture


Activity Score 111
Miami Ad School Europe
joelapompe's picture

@KOWU +1

Activity Score 4033
kleenex's picture

nothing special imo.

Activity Score 58777
Web Designer/Developer
thedavesiknow's picture

Simple. Surprising. Unexpected. Clear.

Awesome work.

Activity Score 167
karmacoin's picture

nice application of an already done idea, even at cartoons...

Activity Score 686
youngilvy's picture

Familiar concept, but different execution. Nice

Activity Score 142
Creative Director
le roi's picture

Same idea, already done before. Why repeat the same work? Yes the ads is nice. But why doesn't find another way to tell the same concept.

le roi
Activity Score 128
Nick Partyka's picture

We had the same concept too in a campaign done last month. Originally had the exact same idea for execution but opted for something more print friendly so we could make more pieces than just one:

P.S. Huge fan of this Ad, great minds think a like and their execution is super sexy.

Nick Partyka
Activity Score 6
Copywriter at Razorfish, NYC
KOWU's picture

NICK, what did you mean by saying done last month? Are you still a student man, this place it's not for you....

Activity Score 111
Miami Ad School Europe
xiangyiwei's picture

Advertising is very lively, easy to understand, simple, but often such a simple thing to do well is very rare. Sokoban works using the form, then turned down a full tip. Finally hit their own. very interesting I like it.

Activity Score 20
PDF's picture

message clear but concept overused !

Activity Score 66
JensH's picture

Wow, brilliant! Too bad it has been done before...

Activity Score 111
Phil Indeblanc's picture

This is a theme that can be replayed in various ways. I wouldn't strike it for the idea, as circle of life is a theme almost like sex playing a roll. How you interpret this is key. I actually love the illustration..BUT the application is iffy for me.A bit static. Taking the trees out of nature and placing on seamless is nice visually, but makes the concept of cutting them OK, as they are not in nature anyway. they work as props. It detatches the viewer from the connection and relies on a bit comic/cartoon-ish thought of the tree striking back.

I still like it very much. Visually clean. not a slam, yet good.
A simple surrounding boarder of birds or species overlooking the scene without a place to live would help drive the idea back to the intention.

Phil Indeblanc
Activity Score 50
Photographer at yes/NA
ladybug2535's picture

There is absolutely no point in name-calling, especially on a forum like this. Loser? Hardly. NOTHING IS EVER completely original, it is the application that brings it into the realm of originality or creative.

Circle of Life. Unintended consequences. "What goes around comes around". Take your pick. I can think of a lot of cliches that would fit. I think the ad would have been more effective visually if it filled up more of the page. That's an awful lot of white space. I can't think of a reason to have so much white space unless the intention WAS to imply the disconnection of humankind (and our forests?) from nature. I also think that it would have worked better with larger images: fewer trees, bigger trees. The man is way too small, it's easy to miss what he is doing at first glance. I DO like that the ad makes you think. I also think that the WWF logo should be bigger, that would make it easier for the viewer to get the point. Perhaps the logo could be in the middle of the circle. All in all, a mixed critique.

Activity Score 76
Lisbon freak's picture

Good, but we've seen o lot of these pictures making a round, haven't we?

Lisbon freak
Activity Score 496
Creative Director at Toronto
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