WWF - Target practice - ambient, China

Located in the Bejing Fang Zhuang underground passage were these special WWF posters, that turned an innocent walkway into human target practice.
Over 9000 people walk through this passage every day, and the campaign was so succesful that the hallway was literally jammed with people as the gunshots echoed through the hall. AD agency: Ogilvy, Bejing.

The headline on each poster read "Have we hit a nerve?" as the animals hunted the humans for once.

The posters had red lasers beaming from their guns, and emitted the noise of a shot as one walked past. God knows it would freak anyone not wearing a walkman out. (OK OK, fine so I'm showing my age with that comment - I'll say iPod. Mp3player. Whatevrsss.)

The display caused so much alarm that after just one day, it was ordered to be removed. Nevertheless, the job was done. In the first day alone, 57 new volunteers signed up to support WWF wildlife conservation.

Paul Bo Copy Writer
Nils Andersson Copy Writer
Nils Andersson Group Executive Creative Director
Kweichee Lam Executive Creative Director
Jacky Lung Creative Director
Xingsheng Qi Art Director
Shengxiong Chen Art Director
Jacky Lung Art Director
Matthew Curry CopyWriter
Huimin Li Photographer