Cannes Lions

WWF

LEO BURNETT SYDNEY, Sydney / WORLD WILDLIFE FUND (WWF) / 2014

Awards:

3 Silver Cannes Lions
5 Bronze Cannes Lions
3 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

We needed to highlight the depth, complexity & fragility of the illegal animal trade networks, and empower the viewer to feel that a little bit of help from them could bring down entire illegal organisations.

Execution

We created a poachers pyramid, with characters stacked precariously on each other’s shoulders. We wanted the characters to look very true to life but not photo real, to almost feel like a computer game so that the toppling felt entirely possible. The 3D modelling helped to turn our layers of people into figurine-type characters, which in turn demonstrated the fragility of their position in the human poaching pyramid. It enabled us to create incredibly detailed, accurate and true to life characters whilst also capturing haunting, timeless expressions.

Outcome

Having only just run, it is too early to gauge the impact of this work.

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2018, WORLD WILDLIFE FUND (WWF)

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