WWF - Endangered Pieces

Advertising Agency
London, UK

Since 1961, WWF has been acting to safeguard wildlife. Yet many still struggle to understand the state of species decline.

As the popularity of jigsaw puzzles has increased rapidly, it presented the perfect canvas to portray the problem.

Endangered Pieces is a collection of customised jigsaw puzzles, where each piece represents one animal left in the wild.

With a message of both gravity and hope, the tactile experience lets us feel where the future of these animals lies. In our hands.

Released on Panda Day, the puzzles are presented in descending order.
The lower the number, the higher the urgency.

Proceeds from Endangered Pieces will advance our ambitious plans to restore nature and safeguard wildlife. We are working hard to ensure that as this initiative grows, the number of pieces in each puzzle will grow as well.

Mark Charles, Vice President Marketing, WWF-Canada

If humans are the primary cause of destruction and loss, then humanity can be the facilitators of renewal and protection. No action is too small, and no action is too late. We are deeply grateful to everyone who supports WWF.

Ajaz Ahmed, CEO, AKQA


If we come together, there is still time.

By enabling moments where generations can sit down side by side,
they can make a difference for those to come.

Endangered Pieces is an initiative from WWF-Canada, and all proceeds go to their vital conservation efforts. For a future where these puzzles hopefully will be harder.


AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.