Original: WWF

Agency: Hakuhodo

Awards: New York Festivals Gold

Japan – 2001


Agency: JWT

Awards: Print Silver & Outdoor Bronze at the 2008 Dubai Lynx Awards

UAE – 2008

Category: Public Health & Safety,

Public Awareness, Fundraising & Appeals



Advertising Agency: JWT DUBAI


Executive Creative Director: Chafic Haddad

Copywriter: Rola Ghotmeh

Art Director: Rola Ghotmeh

Photographer: Trevor Vaughan

Illustrator: Ashish Vaze / Nabil Kamara

Account Supervisor: Prabakhar Iyer

Other Credits: Food Stylist-Gabby Atkinson

Source :

Both ads are visually communicating the environmental issue of sea pollution by means of featuring a plate of sushi/maki rolls with pollutants; through a process of lateral thinking!!!

To add insult to injury the creative director of this awarded copy cat is serving as a judge on the MENA Crystal Creativity Awards jury!!! search for JWT Dubai and see what comes up on this blog alone.

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

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