Real Scary: WWF

This Halloween, the Sid Lee Collective paired with the World Wildlife Fund to create an ad featuring ‘Real Scary’ masks – a representation about the real terrors we face today – environmental issues. For Halloween we dress up as imaginary monsters, but in this campaign the costumes represent real issues we should all be scared of, such as oil spills, factory farming, overfishing and pesticides.

Jeffrey Da Silva, ECD of Sid Lee Toronto said:

The damage humans are doing to the planet is much scarier than any imaginary monster. Kids seem to know this better than adults, and Halloween night felt like the perfect time to spark a conversation about what they are truly scared of.

The campaign video runs alongside a series of posters of the ‘real scary’ monsters featured in the video:


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