Campaign Overview
In 2021, WWF-Belgium launched the Every Climate Promise Must be Kept campaign for COP26 in Glasgow, aiming to spotlight the urgency of global climate commitments into tangible action.
Taking inspiration from the iconic 2004 melting ice cream visual, WWF-Belgium worked with BBDO to e-edit it for their climate advocay work around COPs, giving the powerful image renewed relevance in today’s climate context.
Outcomes & Results
The Every Climate Promise Must Be Kept campaign proved highly successful, with the ice cream cone visual achieving widespread recognition. Over the years, the image has been widely used and shared online, resonating strongly with social media audiences. It has also appeared in climate marches, becoming a recognizable symbol that reinforces the urgency of climate action.
The campaign’s impact extended beyond COP26, establishing the visual as an enduring emblem of WWF-Belgium climate advocacy work. Its repeated use in successive years has strengthened brand recognition and continuity.
Asset Types
- Digital ads
- Merchandise
- Print ads
- Press release
Conditions of Reuse
The 2004 campaign’s visuals are included in the library for inspiration and reference. WWF offices are welcome to recreate the campaign in their own tailored execution.
However, the 2021 campaign’s concept and creative assets may be reused “as is” by other WWF offices with minimal modifications (url, logo, local copy). Please contact WWF-Belgium.
Get In Touch
For more information, reach out to WWF-Belgium at communication@wwf.be