The ad came out in July 2023, at a time when the logo of Twitter had been changed from the iconic blue Twitter bird to a more sombre X as part of a rebranding exercise by Elon Musk, who had taken over the social network in late 2022. Not too many people were happy with the change or even with the takeover. And this gave the folks at WWF Germany and McCann Germany quite an amazing idea.

McCann Germany came up with the idea of a campaign which would use the changing Twitter logo to highlight how a species could go extinct. The ad was simple in its brilliance - the agency noticed how the logo of Twitter had changed over years, interestingly becoming less detailed. And now it had changed to X, which is also used to denote the end of something ("cross out!"). The agency came out with what was original a social media post for WWF Germany on LinkedIN. It came with some elaborate text, but it was the graphic accompanying it that would earn it legend status,

The copy accompanying the graphic was in German and can be roughly translated into English as: "“The entire world mourns the loss of the Twitter bird. Around 1 million real animal species are threatened with extinction. Today, we are amidst the largest extinction of species since the end of the dinosaur era. A quarter of mammal species, one in eight bird species, more than 30 percent of sharks and rays, and 40 percent of amphibian species are threatened. Help us save the animals. An initiative by WWF Germany & us!” And beneath it was a graphic showing the changing Twitter logo, ending in X, with these words in German: "Protect our wildlife before it’s too late’.”