CAMPAIGN
FOR NATURE

CREATIVE DIRECTION
art direction
ADVERTISING CAMPAIGN

On December 2022, governments from around the world came together for the Convention on Biological Diversity (COP15) in Montreal, Canada. Campaign for Nature aimed to persuade world leaders to support 30x30, an initiative to protect 30% of land, water, and indigenous rights by 2030.

The Burness team worked with Prospek to run an immersive ad campaign including 21 unique placements targeted around COP15. As the creative and art director, I extended the concept of protection from a previous Campaign for Nature social post and developed site-specific ads: subway ads showcased animals swimming, street column ads showcased animals walking, bus shelter ads showcased animals running and crawling, billboard and airport ads showcased animals flying, and restaurant/bar ads showcased animals eating and drinking.

The campaign was mentioned in The Guardian and contributed to the global adoption of 30x30.