Launched in Portugal during July 2026, the campaign partnered with Fnac and Darty to replace traditional demonstration footage on televisions across 52 stores with real images of some of the country’s largest wildfires from recent years. Instead of selling the beauty of nature, the screens revealed what can happen when that landscape is lost.

The creative idea is remarkably simple because it uses the medium itself as the message. Retail televisions are designed to impress customers with vivid colours, sharp contrast and exceptional picture quality. Fire on Display uses those same technical strengths to present devastating wildfire footage, creating an unexpected contrast that immediately changes the shopping experience.

Unlike many awareness campaigns that ask audiences to visit a dedicated exhibition or event, Fire on Display reaches people during an everyday retail visit. Customers comparing television models suddenly find themselves watching scenes that feel completely out of place in a showroom. That unexpected context gives the campaign its emotional impact without relying on complex technology or large physical installations.

Alongside the in-store experience, visitors were invited to make donations either in-store or online. According to WWF, the funds support reforestation projects while helping provide resources for wildfire prevention initiatives and firefighting teams, connecting awareness with a clear opportunity to take action.

The collaboration between WWF, Fnac and Darty also demonstrates how retail spaces can become meaningful communication channels for public interest campaigns. Rather than introducing additional advertising materials, the campaign repurposed an existing consumer touchpoint that millions of shoppers already engage with. The result feels integrated into the environment instead of interrupting it.

Visually, Fire on Display remains grounded in authenticity. Product specifications, pricing labels and promotional information stay visible alongside the wildfire footage, reinforcing that these are genuine retail displays rather than a staged exhibition. That subtle detail makes the experience feel more immediate while strengthening the campaign’s central idea.

For a campaign centred on environmental awareness, Fire on Display avoids overcomplicating its message. It simply replaces images people expect to admire with images they hope they never have to see again. By transforming television displays into a platform for conversation and fundraising, WWF reminds audiences that the most memorable screens are not always the ones showing perfect picture quality, but the ones showing why those landscapes are worth protecting.

Credits
Advertising Agency: NOSSA™, Portugal
Production Company: Nossa Film Lab & The End
Sound Production: Guel Produções Audiovisuais
Client (WWF Portugal): Joana Guerreiro / Rita Rodrigues
Partners: Fnac (Margarida Silva) / Darty (Isadora Pollo)
Executive Creative Director: Nuno Presa Cardoso
Creative Directors: Victor Britto / Rui Simões
Art Director: Francisco Urgueira
Copywriter: Duarte de Brito Cunha
Account Director: Vânia Araújo Junceiro
Executive Account: Bárbara Ferreira
Motion Designer: Bruno de Souza
Designer: Matilde Matos Fernandes
Web Designer: Carolina Santos
Web Developer: Hugo Marques
Videographer: Diogo Gonzaga
Producer: Daniela Serra
PR: Vera Salminen
Images: AFP / Canal Conta Lá

This campaign is about:
WWF, Fire On Display, WWF Fire On Display, Nossa, Portugal, OOH Campaign, Ambient Advertising, Retail Activation, Retail Media, Wildfire Awareness, Environmental Campaign, Sustainability, Climate Action, Cause Marketing, Experiential Marketing, Reforestation, OOH Campaign, Best Outdoor Advertising Campaigns, Creative OOH Campaigns, European Forest Fire Information System (EFFIS)

With record-breaking heatwaves, wildfires, and extreme weather events becoming the norm, WWF is urging global leaders to match the determination of Olympic athletes in tackling the climate crisis. The campaign, launched on the eve of the Paris Olympics, leverages the global spotlight on sports to highlight the urgent need for climate action.

A powerful video, featuring gripping sports commentary juxtaposed with alarming climate data, will air on French TV just before the highly anticipated men’s 100-meter final. The campaign will also be visible across Paris and in WWF offices worldwide, seizing opportunities during the Games to share national climate records.

“The Climate Games is not just a campaign; it’s a call to action,” says Manuel Pulgar-Vidal, WWF Global Climate and Energy Lead. “We have the solutions to combat climate change, but we need the same level of determination and urgency seen in the world of sports to implement them.”

WWF emphasizes the need for accelerated action in renewable energy, energy efficiency, industry decarbonization, nature conservation, and climate finance for developing countries. With COP30 in Brazil looming, the organization calls on governments to commit to ambitious climate plans and deliver a “gold medal effort” for our planet.

As the world cheers on athletes breaking new records, let us not forget the climate records we desperately need to prevent. The Climate Games campaign serves as a powerful reminder that the time for action is now.

Credits
Mathias Sandvik – Art Director, TRY
Hallvard Vaaland – Copywriter, TRY
Trine Olsen – Project Manager, TRY
Arne Eggen – Account Manager, TRY
Bendik Ramm – Designer, TRY
Sindre Annweiler – Designer, TRY
Grace Chavez Heide – Project Manager, TRY
Mats Mæland – Designer, TRY
Kavar Singh – Director, Aparent
Lasse Nyhaugen – Producer, Aparent
Henrik Pedersen – Editor, Aparent
Mandy Jean Woods – Global Communicator, WWF International

Additional Credits
Eirik Sørensen – Art Director, TRY
Caroline Riis – Copywriter, TRY
Egil Pay – Creative Director, TRY
Lars Joachim Grimstad – Creative Director, TRY
Preben Moan – Art Director, TRY
Camilla Bjørnhaug – Copywriter, TRY
Jonas Gønnern – Copywriter, TRY
Lars-Kristian Harveg – Art Director, TRY
Kenneth Lamond – Copywriter, TRY
Even Moseng – Art Director, TRY
Sebastian Rasch – Art Director, TRY

This campaign is about:
WWF Climate Games, Climate Change, Olympics, Climate Crisis Olympics, Paris Olympics, climate change solutions, global warming awareness, Nature conservation campaign, Olympic Games Paris 2024

Credits
Brand: WWF
Agency: Kokū
Creative Director: Guillermo Iparraguirre
Creative Team: Daniel Caballero; Michael Leitmann; Gerardo Mateos; Álvaro Gardella
Art Director: Amadeus Ferreira
Design team: David Moral; Nath Morinigo
Account: Giovanni Almada
General Director: Anthony Rojas

Tags:
Artificial Intelligence and the Environment

Hong Kong is the world’s Ivory trade capital. But because the word for “Ivory” translates to “elephant-tooth,” over 70% of Chinese people believe Ivory extraction is harmless. We needed to pressure the government to ban the trade.

Idea: Change the law by changing the language. Hong Kongers Joined forces with linguistic experts to co-create a new word for “ivory.” Each word was also a petition signature. We showed the harm caused by a simple word and created lasting cultural change.

Result: The HK Government banned the ivory trade in January 2016.

Credits
Brand: WWF
Campaign: The Last Word
Agency: Geometry Global
PR: Ogilvy Public Relations
Production: Hogarth & Ogilvy

“Germans are some of the best sorters of rubbish in the world, but well under 30% of our plastic is recycled. Rather than dealing with our own trash, Germany is the third biggest exporter of plastic waste (behind the USA and Japan) to countries in South East Asia. Because of less stringent regulations in these countries, this trash often ends up at landfill where it’s blown around in the wind, into rivers and ultimately into our oceans. Once in the ocean, the plastic gradually breaks down into microplastics and slowly falls to the sea floor where it can take up to 400 years to fully decompose. Ocean plastic is an important ongoing topic for the WWF. We were given the challenge to find a new spin on a problem that has been desensitized over time that could generate widespread attention and action with a very modest budget.”

Creative Idea
“When you find a new species you get to give it a name. To make an environmental statement against ocean plastic, we named a new deep-sea species after the plastic that was found inside its body – Eurythenes plasticus. This new species has been entered into the permanent taxonomic record as living proof that we’re impacting parts of the world we are still discovering. Following the publication of the scientific manuscript and the worldwide press that resulted, we launched a multi-channel campaign collecting petition signatures calling for a legally binding UN agreement to put an end to marine plastic pollution.”

Strategy
“We needed to find a way to get the attention of a desensitized audience to further highlight the ocean plastic problem for our client the WWF. Through research, we found out that deep-sea species were being found with plastic contamination already in their bodies. One such study showed that 72% of the sampled deep-sea crustaceans contained plastic contamination. This insight created an interesting strategic opportunity to show the problem goes far deeper than previously imagined. Furthermore, if we could collaborate with deep-sea scientists to find a new species that had also been contaminated by plastic, we could name it after that very contamination and use the new species as a vehicle for environmental activism. We knew if we could use science to influence the taxonomic record of our planet, we could create a far more convincing and lasting educational impact on our audience than a conventional ad campaign.”

Credits
Agency Network: BBDO
Holding Company: Omnicom Group
Production Company: Sehsucht GmbH, Hamburg
Advertiser Brand: WWF Germany, Berlin
Advertising Agency: BBDO Group Germany GmbH, Duesseldorf
Campaign: Eurythenes plasticus

Source

When we think about threats to whales, seals and walrus in the Arctic, we don’t immediately think of underwater noise pollution. More likely, our minds go to visions of melting ice caused by the region’s biggest threat: the climate crisis. Sea ice is an essential habitat for many Arctic species. It is also necessary for shaping the underwater soundscape that marine animals use to navigate, find food and mates, and avoid danger.

There is growing evidence that one of the world’s quietest oceans, full of natural sounds, is increasingly being polluted with human-made noise from ships, construction, oil and gas exploration and other activities. This growing racket threatens Arctic marine ecosystems’ balance and the cultures and livelihoods of Arctic Indigenous and coastal communities, who depend on a healthy ocean.

To convey the urgent need for action by Arctic countries, WWF asked our supporters in 2019 to sign a petition, which we then presented to the Arctic Council at their Ministerial Meeting. Together with subsequent work at the Arctic Council, the petition has raised the profile and priority of this important issue. In the past two years, there has been substantial progress in understanding the scope of the problem and the unique nature of underwater noise in the Arctic.

Credits
Duncan Patterson/Sean Richardson, art directors
Linetest/World Wildlife Fund, writers
Melissa Cho/Kelly Nakamura/Sophia Ouellette/Sean Richardson, design/illustrators
Hao Chen, creative director
Linetest, director/production company
Henrique Barone/Scott Jonsson/Duncan Patterson/Jose Pena/Florian Perron/Christian Rubio, animators
Ambrose Yu, sound designer/music composer
Tantoo Cardinal, voice talent
Zoe Coleman, producer
Fanni Barosci/Leanne Clare/Melanie Lancaster/Kate Landry, World Wildlife Fund Arctic Programme, clients

Credits
Brand: WWF-Türkiye
Campaign: Plastic Blue
Industry: Public Interest, NGO
Agency: THEBADGUYS, Istanbul, Turkey
Website: http://badguys.work
Client Team: Tolga Yücel, Pelin Özkan, Yaprak Arda
Creative Director: Duha Keleşoğlu
Art Director: Merve Keleşoğlu, Semih Keleşoğlu
Graphic Designer: Canberk Arslanoğlu

On average people could be ingesting around 5 grams of plastic every week, which is the equivalent weight of a credit card. Our study suggests people could be consuming on average, over 100,000 microplastics every year. That’s approximately 21 grams a month, just over 250 grams a year.

The truth is, we don’t know. We know that plastics are doing irreparable harm to wildlife, but scientists have only just started looking at what it’s doing to human health. Can we say, categorically, that this is causing impacts on our health? No. Does that mean we can rest easy? Absolutely not. After all, you wouldn’t choose to chow down on an actual credit card.

How do we really solve this problem?
While saying ‘no’ to straws and bringing along a reusable bag are great first steps, which you absolutely must do, it’s governments and business who need to solve this. At WWF, we want governments around the world over to sign a global legally binding treaty to streamline how we use and dispose of plastics. The business should play an important role here too – for example, by changing their production and product design models to allow for re-use of plastic rather than immediate disposal.

Credits:
Client: WWF
Campaign: Your plastic diet
Advertising agency: Grey
Graham Drew, Executive Creative Director
Andrew Fong, Creative Director
Heng Thang Wei, Creative Director
Selva Ganapathy, Copywriter
Kevin Wong, Art Director
Ralve Khor, Art Director
Suzy Chiang, Producer
Jo Yau, General Manager
Marcus SK, Brand Director
Vivian Khoo, Account Executive
Huma Qureshi, Regional Director PR & Corp Comms AMEA
Production Team: MFX Sdn. Bhd.
Post Production: Glass Fin (KL)
Sound Production: Maverick AV Sdn. Bhd.

IKEA – Silence The Critics

Argos – The Book of Dreams

SBI Life Insurance Co. Ltd – Real Life Real Stories (Featuring Murugan Theruvoram)

Coca-Cola

McDonald’s – #NotSoSecretSanta

View this post on Instagram

Psst..we're going to be your #NotSoSecretSanta this year. Let us know who needs some extra Christmas cheer in the comments (while tagging them) because Christmas and McDonald's is all about spreadin' love.❤️ Don't forget to use #NotSoSecretSanta. (Valid only in West & South) #contestalert #contest

A post shared by McDonald's India (@mcdonalds_india) on Dec 20, 2019 at 3:02am PST

CEAT Tyres – #SafetyComesFirst

View this post on Instagram

We wish you all a #MerryChristmas! ???? . . . . . . . #CreativeSpot #Christmas #CampaignSpot #DriveSafe #HappyHolidays #Santa #safetyfirst #safetycomesfirst #besafe #safedriving #holidayseason #ceattyres #TopicalSpot

A post shared by CEAT TYRES INDIA (@ceat_tyresindia) on Dec 20, 2019 at 8:33am PST

Uber

View this post on Instagram

Santa and his elves are coming to town #MerryChristmas

A post shared by Uber India (@uber_india) on Dec 24, 2019 at 4:36am PST

Ferns N Petals

View this post on Instagram

Give your workstation a Christmassy and a merry makeover ???? Learn from this video how to. . . #fernsnpetals #christmastime #christmas #christmasdecor #decorations #decoration #snowman #decorating #santaclaus #santa #happiness #joy #celebrate #celebration #onlineshopping #online #onlinestore #onlineshop #christmasshopping

A post shared by Ferns N Petals (@fernsnpetalsindia) on Dec 23, 2019 at 3:02am PST

Zomato

View this post on Instagram

Have yourself a merry Christmas ????????

A post shared by Zomato India (@zomatoin) on Dec 23, 2019 at 8:19pm PST

Swiggy – Plum cake is the new Soan Papdi

View this post on Instagram

Plum cake is the new Soan Papdi.

A post shared by Swiggy (@swiggyindia) on Dec 23, 2019 at 5:39am PST

Manforce Condoms

View this post on Instagram

Somebody’s gonna come. #ChristmasEve #Manforce #ManforceCondoms #Christmas

A post shared by Manforce Condoms (@manforceindia) on Dec 24, 2019 at 3:26am PST

Durex

View this post on Instagram

Jingle all the way into the festive season and while you’re at it, don't forget to buy some gifts for your naughty halves! No judging, Santa! #MerryChristmas! ???? To buy, click the link in bio.

A post shared by Durex India (@durex.india) on Dec 24, 2019 at 5:37am PST

Save The Children

Apple – The Surprise

Emirates

Microsoft

Amazon

WWF – Adopt A Better Future

Tags:
Christmas advert 2019, Emirates Christmas 2019, Christmas advert, Digital Campaigns, Print Campaign, Social Media Marketing, Direct Marketing, Topical Spot, Holiday Ads, Festival Ads

Credits
Advertiser: WWF
Campaign: Not special effects
Advertising Agency: Circus Grey, Lima, Peru
Art Director: Jorge Miletich
Copywriter: Josh Ruiz
Creative Dirtector: Cesar Godenzi, Ifel Berrenechea

Tags:
Global Warming, Climate change is real, Climate Change, Awareness, Public Interest, WWF, Circus Grey, Print advertising, Creative Print Ads, Print campaign, Creative Advert

In North America alone, over the past 50 years, the bird population has declined by over 3 billion, which is almost a third of the total number of individual birds. Scientists have long suspected that the planet’s ecosystem is in a critical condition, but no one had thought it was so disastrous. The tracks from Birds Records use samples of birdsong, and all the money received from listening to them and selling merchandise will be sent to the WWF Russia, to boost bird numbers and protect the habitat of endangered species. The thought leader and first signed artist of the label was Ivan Dorn with the track “Wild”. He is turning to humanity for help on behalf of the birds: “Our name in the red book has been sketched in black blot. Well, thank you, dear saviour, you have reduced our number”. You can watch the clip and listen to the track on YouTube.

The song was recorded and mastered in Masterskaya, Kiev, by sound producer Suren Tomasyan. The track uses the sounds of the Pin-tailed Snipe, Willow Ptarmigan, Yellow-breasted Bunting, Wood Owls, Cuckoos, Radde’s Warbler and many others. Everyone can help the birds and there are three ways to do so: listen to the Birds Records tracks on Yandex Music, buy the merchandise and make donations. But everyone can also actually become a part of Birds Records. To do this, all you need to do is to record your track using bird samples. Some samples are available on the label website. The best of the sent tracks will go to the playlist on Yandex Music and will also earn money for the Fund. And the best of the best will be released on vinyl.

Especially for Birds Records, BBDO Moscow has developed a limited collection of merchandise, the money from the sale of which will also be transferred to the WWF Russia. All of the aspects of the design of the collection are linked to the concept of birdwatching. The hoodies have a specially designed pocket for seeds, and the bags have been made extra-large so that everything that is needed for a walk in the forest can be comfortably taken: thermos, picnic and binoculars. BBDO Moscow created the clip for the track in collaboration with Petrick Animation Studio. The clip is divided into 9 short stories, worked on by a total of 12 illustrators using a range of styles: from gouache to anime. The label will be distributed worldwide by Universal Music Group. You can find out more about this project

Credits
Advertising Agency: BBDO Moscow, Moscow, Russian Federation
Executive Creative Director: Alexey Fedorov
Copywriter: Petr Martyuk
Art-director: Alexey Litovka
Digital Creator: Denis Bykov
Managing Director: Natalia Tsyganova
Business Director: Alexandr Kuznetsov
Account Director: Anastasia Vikulina
Account Manager: Valentina Zubareva
TV Production Director: Irina Noruzi
Producer: Meri Asatiani
Head of Production: Yuriy Marin
Digital Producer: Elena Novoseltseva
Digital Art Director: Andrey Krusanov
Digital Designer: Sofia Baeva

Tags:
Public Interest, NGO, BBDO Moscow, Russian Federation, Universal Music Group, WWF, Birds Records, Yandex Music

Credits
Brand: WWF
Advertising Agency: Stellar, Cairo, Egypt
Creative Director: Tariq Nasr
Creative Associates: Moustafa Mamdouh, Mohamed El-Sayed
Art Director: Mahmoud Hamdy
Senior Designer: Islam Yehia
Copywriters: Tariq Nasr, Moustafa Mamdouh

Tags:
Awareness Campaign, Best Print advertising, Creative Print Ads, Print campaign, Creative Advert, WWF, World Wide Fund for Nature, Wildlife, Animals, Environment, NGO, Public interest

This was a message from WWF, one of the largest independent global preservation of nature organizations. They also served the guests with a few simple tips&tricks about how each one of us can decrease climate change every day.

The guests could get their ice only if they shared a photo of their drink and spread the message via social media.

“Climate changes are a huge issue and if we don’t do something about it, it will become an even greater problem tomorrow. This is our way of increasing awareness about how each one of us can help. Don’t just sit there and watch the ice melt!”, say in WWF Adria.

Credits
Advertiser: WWF
Advertising Agency: Bruketa & Zinic, Zagreb, Croatia
Creative Director: Nikola Zinic
Art Director: Nebojsa Cvetkovic
Chief Communications Officer: Petra Boic Petrac
Communications / Corporate Relations Coordinator: Martina Subasic
Communications Officers: Denis Povijac, Bojan Stojanovic
Strategic Planning Director: Ivan Tanic
Strategic Planner: Tea Silvia Vlahovic
Copywriter: Ivan Pavicic
Senior Designer: Dragana Iles
Account Executive: Sonja Martinovic Domitrovic
PR Manager: Jelena Mihelcic
Cameraman: Sinisa Pasic
Video Editing: Davorin Svaner

Tags:
Experiential marketing, Croatia, Public Interest, NGO, WWF, Bruketa & Zinic, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, Global warming, Print advertising, Creative Print Ads, Print campaign, Creative Advert, Climate Change

If in 1974, 12% of Romania’s forests were virgin, today the percentage has fallen below 2% .
It’s enough to catch The Deforestation Beat to realize how quickly we lose a bit of the virgin forests that make Romania still have those blessed places in which nature is following its course.

Under the crowns of the giants for over 500 years, there are over 10,000 species of animals, from unicellular organisms, fungi, plants, insects to familiar animals such as boar, deer, black goat, wolf, laughter, buha, brown bear a close natural connection.

Every time you hear it, a tree is cut off.

Credits
Advertising Agency: McCann, Romania

The rain forests could completely vanish in a hundred years at the current rate of deforestation. It’s high time for us to start defying illegal logging and unsustainable cutting of trees.

Credits:
Advertised brand: WWF-World wildlife fund
Advert title(s): Save Forests
Creative Director /Art Director/Copywrite/Illustrator : Unnati Sharma, College Of Art, Delhi, India