WWF work from Ogilvy Budapest

So what's going on here? Ogilvy Budapest shows a familytree for WWF to make a sad point.

The headline reads: Help us reverse the process.

Agency: Ogilvy & Mather Budapest
Art Director/Copy Writer: Dalbir Singh
Client: WWF

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Plywood's picture

Yeah but the original way is just a family tree and has nothing to do with a diminishing population. Doesn't work for me.