WWF Germany's clever campaign utilizes Twitter's rebranding to advocate wildlife conservation

economictimes.indiatimes.com:

World Wide Fund for Nature (WWF) has seized the opportunity to leverage the rebranding for a noble cause – wildlife conservation.WWF Germany, in collaboration with the advertising agency McCann Germany, ingeniously employed the evolution of Twitter's blue bird logo from 2006 to 2023 to convey a powerful message about the endangerment of various animal species. The graphic showcased the hypothetical extinction of these species, emphasizing the urgent need to protect them.

Using LinkedIn as their platform of choice, McCann Germany shared the graphic, and within no time, it went viral. The visual stirred emotions across the globe, evoking a sense of mourning for the «loss» of the Twitter bird while underscoring the grim reality that approximately one million real animal species currently face the threat of extinction.

The initiative's message is timely, as the world witnesses the most significant extinction of species since the prehistoric dinosaur era. Highlighting the magnitude of the problem, WWF Germany's campaign emphasized the endangered status of various animal groups, including a quarter of mammal species, one in eight bird species, over 30 percent of sharks and rays, and 40 percent of amphibian species.

These alarming statistics served as a call to action for the global community to unite in safeguarding the diverse wildlife on our planet. The graphic's text succinctly urged viewers to act promptly: «Protect our wildlife before it is too late.» The campaign's creative and impactful approach resonated deeply with netizens, who swiftly praised WWF Germany's initiative and McCann Germany's marketing brilliance.