Contrast = INTEREST.
This WWF campaign is one of my all time favs because they picked super high contrast backgrounds. They literally stripped out every unnecessary element, so you’re hyper focused on the before and after.
The composition is super clean too.

But you know what’s behind it?
A massive volume of work.
The WWF crank out creative.
And they have been for yearrrrs.

They’re using the classic Frank Slootman framework.

Frank wrote one of my fav books on this btw.

It’s called “Amp it up”

TLDR for you from Frank:
“No strategy is better than its execution. Organizations can go very, very far with world class execution. However they will go nowhere without it, no matter how brilliant the strategy is. Execution needs to come first.”

1️⃣ Marketers should always be driving sales overnight and brand over time. There are no shortcuts.
2️⃣ There is magic in marketing. It’s part art, part science layered with intuition, experience, and risk-taking.
3️⃣ Behind all great marketing is a lot of unsexy work.
4️⃣ There are no best practices. Test, tweak, test, rollout.
5️⃣ Marketing is digital there is no such thing as digital marketing.
6️⃣ Consumers would rather watch a video than read to learn about a product.
7️⃣ Your audience is always right.
8️⃣ The purpose of branding is to create conversation, a point of differentiation, and an experience for the consumer. You are ultimately securing your position in the market. If you don’t communicate what your brand stands for, your customer (or your competitor) will do it for you.
9️⃣ Know your customer like you know yourself.
Good content connects with your audience, but great content inspires them to take action.
1️⃣1️⃣ Sometimes when you’re focused on your own brand day in, day out, it’s hard to see your strategy with fresh eyes. Consult experts outside of your company.
1️⃣2️⃣ Marketing doesn’t work in a silo, it needs to be weaved throughout every department of the organization.
1️⃣3️⃣ Modern marketing is as much about metrics as it is about messaging. Make every word matter, no fillers or jargon.
1️⃣4️⃣ Value is defined by the customer. Value is when a customer perceives that she gets more than she gives up.
1️⃣5️⃣ The role of the CMO is marketing: growth marketing, content marketing, digital marketing – it’s doesn’t matter what you call it, what matters is the impact on the business.
1️⃣6️⃣ “Brand” is a noun. It’s an object. Branding” is a verb. It’s action! They are not interchangeable.
1️⃣7️⃣ Brands often fail because of a lack of vision. If you don’t know clearly where your headed, either do your customers.
1️⃣8️⃣ Martech must be a balance of automation and humanization. You need both.
1️⃣9️⃣ If you try to stand for everything you stand for nothing.
2️⃣0️⃣ Smart marketing is obsessing about outcomes not activity.