Marissa Abayari
Agency Producer at Leo Burnett Group Manila
Manila, Philippines
TitleIceberg Bird
Agency
Campaign Melting Ice Caps
Advertiser WWF
Brand WWF
PostedNovember 2016
Business Sector Environmental & Ecological Issues
Tagline After a period of two months, awareness for the campaign was measured at 22% in schools and 14% in communities where they were placed and helped increase traffic to the WWF Philippines website where more information about this and other environmental issues are housed.
Story To show how melting ice directly affected local wildlife, the “icebergs” in the posters actually formed noses, beaks, and nostrils of animals struggling to stay above water.
Problem The Philippines is roughly 5,700 kilometers away from the Arctic Circle. The problem of melting ice caps is not really a cause for alarm for tropical countries like the Philippines who see no immediate threat. However, studies have revealed that sea levels in the Philippines have risen by an average of 14.7 millimeters per year. As a result, valuable land mass are slowly dissapearing. Land that animals and creatures depend on for food and habitat. The aim of the campaign is to bring awareness of the repercussions of melting ice caps. That even though this is happening thousands of kilometers away, its devastating effects have now reached Philippine shores.
Media Type Outdoor/Out of Home
Creative Director
Creative Director
Copywriter
Copywriter
Art Director
Art Director
Agency Producer
Illustrator
Project Manager

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