Echoes of Extinction

Organization: World Wildlife Fund (WWF)

Cannes Future Lions Brief 2025: Connect an audience to a product or service from a brand you choose in a way that wasn’t possible three years ago.

Problem: Habitat destruction, climate change, and poaching are driving extinction rates up to 1,000 times faster than the natural rate. By the end of this century, nearly half of the world’s species could vanish forever.

Insight: People don’t realize what they have until it’s gone. It seems like we’re not even aware an animal exists until we learn that it’s gone forever.

Solution: A virtual zoo of extinct animals to experience what we’ve really lost.

Execution: Use HaptX Gloves G1 in a VR experience to feel the fur, feathers, and manes of extinct animals in a museum exhibit in NYC.

Art Director: Andrew Havens

Copywriter: Isabella del Rey