In the summer of 2017, WWF Adria has received advertising space in the Montenegrin luxury magazine. The agency needed to create an advertisement to raise awareness about WWF Adria through an environmental protection topic, relevant for the area.
Due to the time of the year (summer) and the fact that all magazine readers will soon be staying somewhere in the Adriatic, the main focus of the advertisement was the pollution of the sea. The garbage patch, a floating island of accumulated waste, mostly plastic, which destroys marine flora and fauna, is a big problem for the entire Mediterranean. The garbage patch creates 13 billion dollars of environmental damage yearly, globally.
So the WWF ad shows an expensive painting of the garbage patch, a painting we are sending to the world from the Mediterranean. This painting costs us a lot, and all of us are its authors. This way a locally relevant issue is highlighted and the communication is adjusted to the target audience. Also, WWF has been established as an organization that actively advocates dealing with such and similar problems in this area.
WWF Adria / Petra Boić Petrač (Chief Communications Officer), Martina Šubašić (Communications and Corporate Relations Coordinator)
Bruketa&Žinić&Grey / Nikola Žinić (Creative Director), Ivan Pavičić (Senior Copywriter), Sonja Martinović Domitrović (Account Executive), Dragana Ileš (Designer)