ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2017 ADC Awards - Design

WWF Iceberg "Bird"

Agency Leo Burnett Manila / Makati City

Client WWF Philippines Inc.
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Annual ID

ADC_DES17091M

About the Work

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. 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 which animals and creatures depend on for food and habitat, are slowly disappearing. The aim of the campaign is to bring awareness of the devastating of melting ice caps to tropical countries like the Philippines. 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. After 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.