The WWF deforests a football pitch in 4 minutes

by thewheatandthechaff


The equivalent of a football field of forest is clear-cut every 4 minutes in Brazil. For most people, this sad truth is often difficult to relate to, and is out-of-sight and out-of-mind. So the WWF have decided to take a brilliantly literal approach to raising awareness with an incredibly smart and attention grabbing idea, harnessing the country’s passion for the beautiful game.

They digitally “hijacked” an international match of the Brazilian Women’s National team, executing a progressive visual transformation of the pitch from green to brown, and paying off with a message at the end of the game with an explanation of the take-over and the link back to the WWF website. Visits to the WWF website increased by 73% after the game, and created sizeable waves across social.

Props go to Grey Brasil for the clever concept and smart execution. Here’s hoping it has some genuine positive impact.