The best of non-profit advertising and marketing for social causes

Cup for change

Cup for change



Two ‘Cup campaigns’ made with the same technique creating awareness for the global warming issue.

The first is from the World Wildlife Fund China. WWF China wanted a simple ‘take-away’ to make an impression at the United Nations Climate Change Conference in Bali last December.
Made with a special ceramic coating, as a hot beverage was poured in, the graphic of the world’s land mass vanished under the rising sea, symbolically showing the effects climate change may soon have if action isn’t taken.
During the event, where 250 of these cups were given to the most influential attendeees, Dutch Environmental Minister Jacqueline Cramer said, “the WWF cup dramatically captured the critical nature of the global warming issue.”

The second is from NRDC, the Natural Resources Defence Council. Just like the cup from WWF China the external surface of the cup is printed with a second layer of heat sensitive ink that is revealed when hot water is poured into the cup.

WWF cup:




NRDC cup:



Additional credits:
WWF China cup:
Agency: Ogilvy & Mather, Beijing, China
Group Executive Creative Director: Nils Andersson
Creative Directors: Michael Wong, Doug Schiff
Art Directors: Michael Wong, XiaoChen Li, Ahi Huang
Copywriters: Doug Schiff, Yue Song, Ashley Yang
Production Manager: Tracy Wu
Photographer: Kenny Chai

NRDC cup:
Agency: Dentsu, Beijing, China
Art Director / Copywriter: Danny TangShouBin
Ads of the World

Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.