Cannes Lions

ANIMAL PROTECTION

DDB CHINA GROUP, Shanghai / ANIMAL PROTECTION SOCIETY / 2011

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We spent three months training three parrots for this task.We taught them how to stand in front of a microphone and speak up for those animals who couldn’t do so themselves.We then took our message directly to point-of-sale locations of animal-cruelty products --A shark’s fin restaurant, a fur and leather fashion store, and a traditional Chinese medicine store.

Our spokes-animals even got on the phone with leaders of government departments and trade industries.

Outcome

Public awareness of wildlife conservation in China raised by 56%.

79% of consumers interviewed indicated they would stop buying animal-cruel products.

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