The 6th Extinction

Campaign idea

'2050 Poland for generations' is a WWF report on climate change. It is very big, very serious and very boring. Our task was to promote it among those, who will be most affected by it. Problem is, young people think they are immortal and don't think 30 years ahead. There is though one problem that interests Polish youngsters: PRO8L3M. This hip hop duo is extremely popular among our target group. We asked them to change the report into lyrics. This is how the 6th Extinction was born.

Brand name: WWF
Advertiser / client: WWF
Product / service: '2050 Poland for generations'
Campaign name: The 6th Extinction
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Poland Warsaw
Additional company: OUTRAGE, MELT
Web address: https://www.wwf.pl/sites/default/files/2019-07/2050%20Poland%20for%20generations%20%281%29.pdf
Executive creative director: Adrian Botan, Catalin Dobre, Marcin Sosiński
Creative director: Bartek Klimaszewski
Art director: Janina Szwykowska, Bartosz Włodarczyk
Copywriter: Łukasz Kołakowski, Zbigniew Marczak, Małgorzata Garapich-Nowicka, Natalia Karawajczyk
Account director (agency): Monika Brzezińska
Client account director: Klaudia Król-Jasińska, Katarzyna Kościesza, Tobiasz Adamczewski, Sebastian Szustak
Managing director: Wojciech Borowski
Strategic planner / strategist: Marcin Samek
Pr director: Monika Sidorowicz
Film production: Dynamo
Music: PRO8L3M
Post production: MELT, Craft Worldwide
Event production: MELT
Additional company: OUTRAGE: Monika Sidorowicz, Tamara Cibor Adela Ostaszkiewicz, Joanna Dziel, Marta Śleszyńska, Marcelina Tuszyńska, Michał Chwiałkowski, Jan Dąbrowski, Piotr Szulc MELT: Kuba Matyka, Kamila Staszczyszyn, Karolina Cykowska-Halczuk PRO8L3M: Oskar Tuszyński, Piotr Szulc