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WWF Hungary Launches Movement to Protect Pantone's Colour of the Year

The Sustainability Channel 883 Add to collection

White Rabbit Budapest creates shocking print campaign to raise awareness of endangered coral reefs

WWF Hungary Launches Movement to Protect Pantone's Colour of the Year

For 20 years, Pantone Color Institute has been selecting the colour of the year, drawing attention to our colourful world. Pantone’s Color of the Year has influenced product development and purchasing decisions in different industries, including fashion, interior and industrial design, as well as product, packaging and graphic design. In 2014 they chose Radiant Orchid; two years later the colour of the year was Rose Quartz. And now here comes Living Coral – Pantone's colour of 2019.

But this choice – inspired by nature – represents a lot more than just a colour. The colour of Living Coral reminds us that every flavour, colour, scenery and impression hugely relies on the condition of our environment - the quality of our world's natural values.

”Our existence depends on nature. Clean water, the air we breathe, the soil that grows our crops or sources of medicine are just a few of the services nature provides us. Yet it has a power to inspire us, and this choice of the colour highlights the importance of our diverse environment,” explained Alexa Antal, head of communications, WWF Hungary.


Click here to view the image.

Leatrice Eiseman, executive director of the Pantone Color Institute believes that colours are natural lenses through which we experience nature's realities. This is particularly true for Living Coral – especially if coral is to survive extinction in the future.

In fact, fish is a significant source of protein for more than 4 billion people; and 25% of fish species in the sea are dependant on coral reefs. In addition, coral helps maintain a healthy marine ecosystem, which supplies half the oxygen we breathe and absorbs about one quarter of our carbon dioxide emissions.

Since the world has lost about 50% of coral reefs - and they're pretty much on the brink of extinction – this print campaign created by White Rabbit Budapest focuses on this serious global problem, which is going to affect all of us.

The key visual of the campaign is based on 'Splash of Pink' from the Plastic Ocean series by Thirza Schaap.

The movement launched by WWF Hungary is spreading on social media with the hashtag #keeplivingcoral.

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Photographer: Thirza Schaap

Creative Agency

Creative Agency: White Rabbit Budapest

Chief Creative Officer: Istvan Bracsok, Levente Kovacs

Copywriter: Adam Lenart

Senior Copywriter: André Nunes Bueno

Senior Art Director: Marcos Mendes Tanaka

Client Service Director: Levente Balint

Account Director: Beata Stumpf

Account Managers: Lilla Katona

Digital Manager: Borbala Tumo

Client

Advertiser: WWF Hungary

Head of Brand & Communications: Alexa Antal

Categories: Environment, Corporate, Social and PSAs

White Rabbit Budapest, Wed, 09 Jan 2019 12:44:58 GMT