This WWF campaign never came to fruition but I decided to finish it for myself. The concept is simple, the name of the animal is repeated, creating a background, while the main focus is missing from the picture, depicting a possible extinction. The black and white provide a visual break from the coloured surroundings. Visible but invisible. As a reminder, 150 to 200 species of plants, fungus or animal go extinct every day, but no one talk about them.

Rather than focusing the blame on the consumer, this rather neutral ad reminds you of the reality. It is supposed to make you slightly inconfortable with this idea of extinction, just enough for you to look at what your government do for the biodiversity.

The black background created by the text is also a subtle reminder of the surrounding pollution accelerating this disaster (crude oil and smoke mostly).