WWF Haze Campaign

By Dentsu Mobius

Pizza slice lifted with melting cheese, featuring WWF and slogan 'We Breathe What We Buy'

Dentsu Mobius's Haze Campaign with a toothbrush showing a forest fire and 'We Breathe What We Buy' text

Overview

The WWF Haze Campaign cleverly connected the dots between our everyday purchases and the smoky skies overhead.

By turning everyday items like pizza slices and lipstick into visuals of burning forests, they made a compelling case our consumer choices have environmental consequences.

Backed by WWF-Singapore, PM.Haze and the Singapore Alliance for Sustainable Palm Oil, the 2015 push reached more than 20 million people and nudged brands like IKEA and Unilever toward certified oil.

Credits:

Client: WWF Singapore

Agency: Dentsu Mobius
Creative Director: Mike Middleton
Senior Art Director: Matthew Crescenzo
Art Director: Dominic Ho
Copywriter: Pam Ho

Motion Graphics: Matthew Crescenzo
Account Managers: Anna Adipue

CGI: Illusion, Bangkok