I have never made a secret of my love for print ads. Ok, they aren’t as fancy as other advertising methods. They don’t even move for God’s sake, how is that supposed to grab anyone’s attention? I like to think that print ads are like wine (I like to think everything is like wine). Get a bad one, wine or ad, and you’ll be left gagging at best and hungover at worst. A fine ad, like a fine wine, however, is a thing of beauty. There’s something honest and pure about a poster that grabs my interest. The latest WWF outdoor poster is a case in point.
I need to start by saying that I absolutely love this. Before I’d even seen it a few friends had mentioned they’d seen an ad I would like. They weren’t wrong. I love how simple and stripped back it is; a stark black and white poster with charming copy.
Charity advertising has a tough task. It’s a serious business and should be treated seriously (I guess). The problem with this is that most charity ads have become samey. Sepia and black and white images of abused people/animals with voiceovers. I get it, we’re supposed to be shocked into action. We’re supposed to want to do something about it. I personally feel like there are only so many types this approach will work.
That’s why I welcome this change of tact from the WWF. Despite the copy being a take on ‘the devil made me do it’ there’s something light and welcoming about the copy. There’s also a great sense of self-awareness. The panda has long been not only the WWF logo but also the poster bear of choice when it comes to conservation. It makes the monochromatic colour scheme even more delicious (yes I just called a colour scheme delicious). All in all everything feels well considered and so tightly pulled together. Beautiful.
PS I can’t help but wonder if there’s a ‘never say no to panda‘ reference in there somewhere.
PPS Love that ad too. Must blog about it sometime.