Cannes Lions
OGILVY, Bangkok / FREELAND FOUNDATION / 2018
Overview
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Credits
Description
To weaken/disable wildlife trafficking, we needed to provoke a public who are unaware of the impact of embracing such trends and supporting wildlife products. The idea is to illustrate the ugly truth behind killing an animal for one’s own satisfaction. When one life is taken, especially if it is the mother, her cubs will usually die as well, hastening the extinction of the species.
Our target audience for this campaign is Thais who see home decorations made of wild animals as fashionable. They are those who are unable to see the ugly truth behind the killing of animals for beauty: that brutally killing one life often results in the genocide of the whole family.
Execution
This campaign communicated the idea through the visual of commonly-seen popular animal rugs made from endangered species like the Indochina tiger, Asiatic black bear and Gray wolf. We connect such commonly seen visuals to a terrifying consequence by showing the togetherness of a wildlife family. But they are not alive; they are killed for furniture or home decorations. This is to demonstrate that when one life was taken, it also killed the cubs and therefore hastening the extinction of the species.
Outcome
After the campaign launched on different communication mediums, the campaign awareness rose rapidly among the target consumers. Those who have experienced or seen the campaign expressed their concerns and the desire to change their perception and action towards supporting home decorations made from endangered species. The brand positioning of FREELAND was strongly emphasized and recalled; consumers remember the FREELAND brand and its position as an organization that aims to eliminate wildlife trafficking.
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