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WWF makes preservation point with nod to Twitter’s bird ‘Xtinction’


By Amy Houston

July 31, 2023 | 2 min read

The social media post on LinkedIn has been successful for the brand, with almost 20,000 reactions.


McCann Germany's ad for WWF / WWF

Capitalizing on all the chatter around Elon Musk rebranding Twitter to X, WWF is using the evolution of the bird logo to signify that some animals are heading for extinction if we don’t protect them.

On social media, the organization said: “The whole world mourns the loss of the Twitter bird. Around a million real animal species are threatened with extinction. Today we are in the midst of the greatest extinction of species since the end of the dinosaur era.

“A quarter of mammal species, one in eight bird species, more than 30% of sharks and rays and 40% of amphibian species are threatened. Help us save the animals.”

The timeline-style image is the work of the advertising agency McCann Germany.

Like this story? Read what designers have to say about Twitter’s rebrand here and check out how brands reacted to the news.

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