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.
Festival of Creativity
27 - 29 September 2017




CategoryA02. Posters
Product/ServiceWWF CHINA
Entrant Company:BBH CHINA Shanghai, CHINA
Design/Advertising Agency:BBH CHINA Shanghai, CHINA
Name Company Position
Johnny Tan BBH China Executive Creative Director
Yinbo Ma BBH China Art Director
Joanna Zhang BBH China Art Director
Carol Ong BBH China Copywriter
Ken Lu BBH China Copywriter
Leo Zhang BBH China Copywriter
Jasmine Huang BBH China Account Director
Natalie Ann BBH China Account Executive
Ding Aili Illustrator
Christian Chambenoit Photographer
Nelson Lim Digital Imaging Retoucher

Brief Explanation

The Shanghai World Expo was the largest world's fair site ever, and participated by 250 countries and organizations, each having their own exhibits or pavilion. Our task was to get Chinese to think differently about FSC wood, and learn more in the WWF Pavilion.

Describe the brief from the client:

Promote the WWF FSC-certified wood Exhibition in Octoer 2010 at the Shanghai World Expo. FSC-certified wood comes from renewable forests that protect our environment. The problem is, most Chinese don't know or don't care about this.

Description of how you arrived at the final design:

Idea: FSC wood brings you good fortune. The Chinese love posting traditional fortune posters for each occasion. These have icons to represent prosperity, long life and family blessings. We replaced these with an iconic Good Fortune Tree. The copy, crafted in the style of traditional Chinese greetings, positioned FSC-certified wood products as bearers of good fortune.

Indication of how successful the outcome was in the market:

In October, the handcrafted artworks drew nearly 300,000 visitors to the WWF Pavilion.