Problem
Fireworks are widely used during New Year’s Eve and celebrations as a symbol of joy and excitement. However, what lasts only a few seconds for humans becomes a life-threatening experience for birds. Sudden explosions and intense noise trigger panic flights, causing birds to lose orientation and collide with buildings, glass surfaces, or the ground—often resulting in death.
Fireworks are widely used during New Year’s Eve and celebrations as a symbol of joy and excitement. However, what lasts only a few seconds for humans becomes a life-threatening experience for birds. Sudden explosions and intense noise trigger panic flights, causing birds to lose orientation and collide with buildings, glass surfaces, or the ground—often resulting in death.
Mission
To reveal the deadly impact of fireworks on birds through a single, immediate visual insight—without relying on explanations or statistics. By shifting the point of view to the birds themselves, the campaign aims to transform a widely accepted tradition into an emotional moment of empathy. The goal is not to accuse or prohibit, but to make people pause and reconsider what celebration means when seen through another life’s eyes.
Brand: WWF Türkiye
Agency: TBWA İstanbul
Agency: TBWA İstanbul
CCO: Sami Basut
Creative Director: Berke Gülçiçek, Buğra Birgin
Creative Group Head: Samet Çiçek, Oytun Vural
Art Director: Kayra Duyar
Copywriter: Mustafa Şentürk
Art Director: Kayra Duyar
Copywriter: Mustafa Şentürk
