Print Campaign

NABU – Megacities

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The skylines of big cities symbolise progress, growth and urban living. But increasing urbanisation comes at a price: every year more than 130,000 square kilometres of forest worldwide fall victim to that development, with dramatic consequences for nature and the environment. This print and poster campaign aims at demonstrating exactly this relationship between urban development and deforestation by pointing out the consequences of uncontrolled land use. Against a dramatic sky, the images show the typical silhouettes of skylines which, at second glance, turn out to be dead tree stumps and desolate forest landscapes. Here – and this is quite easy to see – life is no longer possible. And this is the result of the increasing clear-cutting of nature to create land for building new cities. The analogy of the well-known views of megacities and the stubbed and cut-down forest areas makes this relationship immediately and unambiguously clear. The campaign of the Naturschutzbund Hessen (Nature and Biodiversity Conservation Union Hessen) received a very high degree of attention. Statement by the jury »The campaign “Megacities” stands out in particular because it manages to convey the core of its message from the perspective of the photography alone and without further explanation. It tells the whole story – and thus realises the task in a vivid and obvious manner.«

  • Client:
    Naturschutzbund Deutschland (NABU) Landesverband Hessen e.V., Wetzlar
  • Design:
    Leo Burnett GmbH, Frankfurt/Main
  • creative direction:
    Markus Georg