The WWF's #TooLatergram pics show the planet what it's missing

There's no turning back the clock on the damage we've done

Published On
Apr 03, 2018

Editor's Pick

Travel bloggers make their living by leveraging FOMO. "Wish you were here" really means "Don't you wish you were here?" But everyone on the planet misses out in a stealthy Instagram activation from the World Wildlife Fund that rolled out last week.

Nine influencers posted what looked like photos of pristine locales, untouched by the ravages of modernity. But fans who gushed over the beautiful pics soon discovered there was more--or rather, less--than it seemed at first glance. The sites had already been ruined by pollution, construction or a changing climate, and had been cleaned up only with digital retouching software.

The switch was planned by TBWA/Paris, though it's not the first agency to trick folks into liking pretty images that don't tell the whole story. In 2016, BETC Paris garnered 50,000 likes over two months for Louise Delage, a fake 25-year-old with a drinking problem hidden in plain sight.

Credits

Date
Apr 03, 2018
Brand:
WWF
Client:
WWF
Agency:
TBWA-Paris
Brand Manager:
Jacques Olivier Barthes
Brand Manager:
Michael Neveu
Brand Manager:
Camille Richer
Agency Production Manager:
Catherine Michaud
Agency Production Manager:
Charlene Kin
Agency Production Manager:
Manon Lapeyre
Executive Creative Director:
Faustin Claverie
Executive Creative Director:
Benjamin Marchal
Creative Director:
Jacquelin Guillaume-Duverne
Copywriter:
Charlotte Rouart
Art Director:
Renaud Arnaudet
Assistant Art Director:
Quentin Jacquemet
Assistant Art Director:
Alexandra Fremin
Chief Data Officer:
Basile Viault
Engagement Manager:
Kathryn Kuhlman

Need a credit fix? Contact the Creativity Editors

Project Type