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Panda Series

WWF had become so closely associated with its panda logo that people often perceived WWF as exclusively focused on protecting China’s indigenous black and white national treasures.

WWF China commissioned BBH China to create a new branding campaign, asking people to re-examine their perceptions of WWF.

The sleek series of ads, which were featured in bus shelters, outdoor billboards, in print, online and in Shanghai’s subway system, incorporated the ever familiar trademark panda to form the images of other WWF projects, including fresh water, forest conservation and protection of endangered species.