Apparently WWF used this image to promote one of the tips from its 20to20.org website (in Chinese and English).
Compared to the strengths of the “black cloud” image – supposed to represent one day’s emissions from a car, the website is dull, with no linkage to this story.
It is claimed the stunt led to an increase in volunteers and coverage in Chinese papers and international news stations. The ad was designed by Ogilvy in China – and is a creative approach. But as a stunt, it doesn’t seem to have been integrated or followed through at all.