WWF's touching Christmas advert highlights the importance of 'home' for both wildlife and people

It's part of a campaign to raise awareness and funds to help protect endangered species – as well as their natural habitats and landscapes – with the heartfelt message that "we would all be lost without a home, let's protect theirs".

The moving black and white film tells a powerful story of a girl following the trail of an imaginary elephant through her hometown – an urban city centre miles away from the elephant's natural home – accompanied by a beautifully composed soundtrack from the acclaimed musician Nils Frahm titled 'Them'.

It was produced by The Moving Picture Company (MPC) and directed by The Shirley Chipchase Collective who both use CG design and animation to craft the life-like elephant.

Since 1979, African elephants have disappeared from over 50% of their home-range, leaving an estimated 415,000 in the wild today. The species remains at risk due to poaching, with their habitat under continued pressure and fragmentation due to land conversion, infrastructure development and expanding agriculture, leading to conflicts with people.

Tanya Steele, chief executive at WWF, said: "Every day, there are fewer places left that wildlife can call home. But we have the power to change things for the better. With the help of our supporters, WWF is working hard to protect elephants and their habitats as part of our mission to curb global nature loss."

Christmas is, of course, the most important fundraising opportunity for WWF's conservation work, generating crucial income to help protect species such as the elephant and restore their natural habitats.

The work debuts during the Pride of Britain Awards on ITV, with other prime-time slots across Sky, Channel 4 and on-demand channels throughout the festive period, including a large digital presence.