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The glory of recycling – Instagram style

The glory of recycling – Instagram style


What came first, the style or the app? Instagram I’m talking about.
It is remarkable how many photographers and art directors use the color filters similar to the popular smartphone app. But only in commercial advertising, not in our niche.
Finally WWF did it. More precisely: Photographer Paulo Risi did it in this campaign from the World Wildlife Fund.

“We should never stop recycling.”
The campaign shows that it is easy to recycle. It makes you feel good.

– I found one other campaign where a modern color filter is used for the photography: Campaign Aimed at Reducing Unintended Pregnancies.
– Read the interview with Paull Young from charity: water about the use of Instagram in their communication strategy.



World Wildlife Fund (WWF) Brazil
141 SohoSquare, a unit of Grey141, Brazil
Additional credits:
Executive Creative Director: Celso Alfieri
Creative Director: Celso Alfieri
Copywriter: Ignacio Carelli
Art Director: Rafael Goulart
Photographer: Paulo Risi
Art Buyer: Daniele Sampaio
Account Manager: Giamile Rossato
Executive Director: Leticia Meira
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