Client: Fairfax – The Sun-Herald
Creatives: Steve Dodds and Dave O’Sullivan
Brief: Launch the Sun-Herald’s exclusive WWF calendar by tapping into Sydneysiders’ increasing concern for the environment.

The Sun-Herald, teamed with WWF-Australia and EnergyAustralia, is offering readers a glossy calendar featuring high quality photo-journalism of endangered animals. The calendar comes complete with useful and educational information about the animals as well as energy efficiency tips.

The creative idea transposes local neighbourhood ‘missing moggy’ signs into the wild, highlighting the issue of endangered species and the possibility that without organisations like the WWF they might one day be gone forever. The use of familiar signage for rare wild animals brings home the personal loss to our lives that each of these animals would be.

The multi-channel campaign, which consists of two 30-second TVCs and a 30-second radio spot combined with press ads, launched on Thursday, 10 January 2008.