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    WWF: Panda Cards

    The project was created and improved for The D&AD New Blood Awards 2016
    WWF is a world-famous community, which tries to reduce the degradation of the planet's natural environment. Members are essential for the organisation in order to fulfill this mission, but at the moment the condition of the environment is dramatically deteriorating and WWF needs more donations and new members to fight this.
    Problem: WWF is famous for it's hard-hitting awareness-driven campaigns, however nowadays this kind of engagement is slowly losing impact on audiences. Most giant companies clearly understand the current environmental issues and have been starting to support organisations which work in the field of environmental conservation and protection. Officially WWF is sponsored by a range of popular brands, such as Coca-Cola, John Lewis and M&S. Collaborating with WWF, these companies can increase the level of donations helping our wild world and fauna.
    Solution: the Panda Card will solve the problem of membership numbers and increase donations. Registering on the WWF's official website, each member will get an individual Panda Card, which can be used for online and in-store shopping in John Lewis' and M&S' shops. Each time a shopper buys and uses the member's card 3% of the total amount will be given as donation to WWF. This sort of support will potentially be the best solution with the issue of donations and help create the biggest environmental community in the world.
    Another solution is represented via collaboration between WWF and the Coca-Cola brand. The soft drinks' company will produce a limited edition of Panda Coke Cans. The design mainly contains black, white and red colours, which symbolise the unification between the brands. The logo with panda gives a clear message about the main idea of the new Coke line and its goal. Each Panda Can donates 6 pence to WWF in order to help the planet's flora and fauna. 


    Alena Kroshechkina

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    Project Tags

    • wwf
    • charity
    • Art Direction
    • shopping
    • advertising
    • D&AD
    • coca-cola
    • John Lewis
    • Partnerships
    • marks and spencer

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