86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Category

Award

2009 Direct & Sales Promotion

TRUE PRICE T-SHIRTS

Short List
ClientWWF SINGAPORE
ProductCORPORATE PUBLIC SERVICE
EntrantDDB WORLDWIDE Singapore, SINGAPORE
Type of EntryDirect: Use of Media
CategoryPremiums & Giveaways
TitleTRUE PRICE T-SHIRTS
Product/ServiceCORPORATE PUBLIC SERVICE
Entrant Company:DDB WORLDWIDE Singapore, SINGAPORE
DM/Advertising Agency:DDB WORLDWIDE Singapore, SINGAPORE
Credits
Name Company Position
Neil Johnson DDB Worldwide Chief Creative Officer
Joji Jacob DDB Worldwide Executive Creative Director
Terrence Tan DDB Worldwide Creative Director
Joel Chin DDB Worldwide Art Director
Neil Johnson DDB Worldwide Copywriter
Joel Chin DDB Worldwide Illustrator
Aivonne Chong DDB Worldwide Senior Account Director
Allan Ng Republic Studio Photographer

Describe the brief from the client:

Explain how simple, everyday actions and purchases have a high cost to the environment that will soon be unsustainable. Do it without scientific jargon or complex essays, so that even a layman may understand it.

Creative Execution:

The T-shirt was the most appropriate choice as everyone wears them and by highlighting the cost and impact of consumerism on the fragile environment, it communicates the cause of the World Wildlife Fund.

Describe the creative solution to the brief/objective.

The medium is the message. We used the humble white t-shirt to tell the story of its environment impact. This basic item of clothing is mailed out, or directly handed out at World Wildlife Fund functions. It exploits the familiar, but unexpected fact, that most t-shirts brands use animals or plants as their logos.

Describe the results in as much detail as possible.

This T-shirt is fast becoming a much sought-after statement a bit like the 'I Am Not A Plastic Bag' bag and the 'Live Strong' yellow band, for the World Wildlife Fund.