The figure of wild animals in their natural environment “caged“ behind a strong key-visual: the bar code. The application of this key visual succeeded in showing the menace to wild animals suffering in trade.Production costs were minimised by means of a creative idea which is eye-catching and yet simply realised (no shooting for TV or print). Media costs were avoided thanks to a high-quality campaign that benefited from pro bono insertions.

A change of consciousness in trade and consumers resulted.High level of media attention: numerous TV stations, daily newspapers and special interest magazines offered pro bono insertions for a total budget of more than 1,000,000 Euro (e.g. WALLPAPER, MAX, Bunte, Amica, Süddeutsche Zeitung, Stuttgarter Zeitung, TV Direkt, FHM, Sugar, Bunte, Brand Eins, McKinsey Wissen, RTL, VOX, MTV, RTL 2, DSF, Tele 5, Eurosport). Apart from the famous photographer Nadav Kander, stock picture companies, production firms, outdoor advertising companies and courier services were also motivated to offer their services free of charge.