We placed an image of the WWF Logo on a prominent billboard in Johannesburg, South Africa. Over a period of seven weeks the WWF panda graphic disappeared: achieved by using ink that fades due to long, harsh sun exposure. Once the panda had completely disappeared we placed the message: “The effects of global warming are becoming more obvious.”

Global warming is a phenomenon that requires us all to take action. People need to be emotionally triggered into actively getting involved. The more physical the demonstrations of the effects are, the more they will be believed. This idea demonstrated the real effects in a very physical way.