Background

Rewriting Extinction is a storytelling project with one aim: to save as many animals from extinction as possible.

It raises funds and awareness to protect indigenous land, reintroduce animals back into the wild and safeguard over 500 species.

It’s a partnership of seven different charities, including World Land Trust – Media Bounty’s charity partner. A number of celebs and creative legends have contributed – including Ricky Gervais, Cara Delevingne and Taiki Waititi.

Rewriting Extinction’s Founder, Writer and Producer Paul Goodenough, chose us as their creative partner.

What's in a name?

The project had the initial name of The Most Important Comic Book on Earth. 

Apt? Yes. Long? Also yes. 

So we set out to make it shorter, pithier, but still evocative of the campaign's aims. 

We explored every possibility under the sun. From Ending Pending to Fossils aren’t Fluffy, before landing on…

Rewriting Extinction.

It represents the protest spirit at the core of the campaign. It's active. And most importantly, it's positive. It speaks of an optimistic future where we can change the fate of the animal kingdom.

Before we could make the logo bigger, we needed to make the logo.

We needed something that blended the visual tropes and style of comic books, with the spirit of protest at the project’s core.

The campaign is fuelled by individual activists working together – illustrated by the combination of different handwritten fonts in the logo.

And it works perfectly across a number of branded assets.

Why it worked.

The idea of a comic book full of shockingly too-true tales already had such great potential to make a real impact.

Our history, our ethos and our passion meant that it was right up Media Bounty’s street.

It’s a marriage of our experience of setting social strategies for large brands and our passion for conservation.

And like any good marriage, we stood by their side as the campaign grew.

And grew, it did.

The results.

Over £50,000 raised.

17 acres of indigenous land protected.

#1 on Amazon new releases.

Worldwide media coverage.

And this is just the start of the journey to reach their £1m target, and rewrite our planet’s future.