Effective or Offensive: WWF and 9/11

By Matt Van Hoven 

Update: It’s a fake!

On September 11th, 2001, 2,993 people died and countless more were devastated by the terrorist attacks. A few years later a tsunami in the Indian Ocean killed some 230,000 people, leaving many in unimaginable agony.


And the World Wildlife Fund (tagline: “for a living planet”) is pitting two tragedies against each another to further their goal not responsible for this ad. It is fake, according to a company representative and the WWF finds it “abhorrent. We reject it 100 fold.” One problem: logic irrespective of history.

The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it. www.wwf.org

How about that time Hitler and the Nazis killed millions of Jewish, disabled, faithful, homosexual, brilliant (et al) people? That would make one human more powerful than earth, using WWF’s example. What’s scarier: no one’s denying the existence of that tsunami. Especially world leaders.

Advertising Agency: DDB Brazil
Executive Creative Directors: Sergio Valente, Rodolfo Sampaio, Julio Andery
Creative Directors: Sergio Valente, Rodolfo Sampaio, Julio Andery, Guilherme Jahara
Copywriters: Adriano Matos, Rodolfo Sampaio
Art Director: Guilherme Jahara
Photographer: Getty Images
Illustrator: Big Studios
Art Buyer: Carmen Castillo, Carolina Galastri, Clariana da Costa
Account Supervisor: Alcir Gomes Leite, Ana Paula Grassmann
Advertiser’s Supervisor: Heloisa Helena de Oliveira
Producer: Nereu Marinho, Edson Harada
Published: May 2009

@ColinMurphy via AdsOfTheWorld

More: “How Many Humans Does it Take to Save the Planet?