Stop one

WWF's pyramid principle of poaching.

Now that Cannes is over, we’re spotting lots of campaigns that we hadn’t seen before. Take for example this WWF campaign by Leo Burnett Austration. Poachers and illegal traders don’t exist in a vacuum – if there was no one buying what they’re selling, they wouldn’t last very long. To get the message through, the pair developed this print campaign that shows the illegal activity rises all the way to the regular Joe enjoying a fish soup and that, like a game of Jenga, if you remove one piece, the rest will fall.


Brand: WWF
Agency: Leo Burnett Australia
Chief Creative Officer: Andy Dilallo
Creatives: Brendan Donnelly, Guy Futcher
Concept Illustrator: John Henry Pajak
Photographer: Surachai Puthikulangkura
Illustrator: Surachai Puthikulangkura / Illusion
Production: Somsak Pairew, Kitidej Rattanasuvansri
Designer: Jason Young
Executive Print Producer: Jeremey Devilliers
Group Business Director: Holly Cracknell
Senior Business Manager: Rosie Carey