We are the first generation to know we are destroying the world. But we could also be the last to be able to reverse the damage.

That is the message of WWF’s bold campaign, the first work for the conservation charity by Uncommon Creative Studio. It launches simultaneously with new research revealing that the planet’s wildlife population has plummeted by 60% since 1970 – in less time than an average person’s lifetime. A TV ad, featuring musician Ghostpoet and a rousing speech by Jonathan Pryce, calls on this generation to consider how everyday acts can have an impact on the planet.