How did that happen?
WWF Canada’s press advertising, or... ‘you didn’t really approve this, did you?’
In the early 80s, one way WWF Canada had built its database of donors was by asking magazines to run full page black and white ads featuring endangered species. Readers were encouraged to cut out a coupon, fill it in and send it back with a contribution.
In a creative meeting with the agency who had produced the first three ads, which had been very successful, WWF decided to change the format. In a moment of inspiration, they put the cut-out ad in the middle of the page.
View this exhibit.Greenpeace Portugal: the unfortunate example of the reversed out coupon
A bit of a blunder here, we suspect, unless Portugese people habitually carry pens around with them that have white ink, for writing on black background.
