How WWF Germany and McCann Germany Came up with the Twitter Extinction Timeline

WWF managed to jump on the conversation about Twitter’s rebrand from an unexpected angle. From the observation of the logo evolution to the complete eradication of the blue bird, McCann’s Germany team immediately associated the new logo with an extinct symbol, the X, very much used in cartoon and comic books.

"The Twitter Extinction Timeline came naturally by observing the logo evolution. By creating a timeline, we gave the logo a different life. Tragically, it ended up being extinct. The X has been critiqued by many, but for our purpose, it was perfect. It created the right opportunity for WWF to jump into the conversation and add animal extinction into this ongoing cultural moment," said Pedro Americo, executive creative director.

The process of its creation, presentation and posting took 24h. Being able to respond quickly is crucial in tasks like this. "For us, it’s crucial to participate in the cultural conversation as long as you have something to add, a point of view that creates a new discussion. You need to be agile, but clever and relevant," said the team at McCann Germany.