Commercial whaling was banned in 1986. Yet, whales face more threats today than at any other time in history. Whaling nations - led by Japan, continue to kill thousands of endangered whales in the name of ‘scientific research’. Our client, IFAW was keen to put an end to this sham.We were tasked with the objective of garnering mass support and opinion against the inhumane act of whale-hunting.

Killing a whale for scientific research is as ludicrous as building a coal-fired power station to examine greenhouse gases. Our design needed to amplifies the ridiculousness of whale-hunting in the name of scientific research and place it in stark contrast to the grace and magnetism of these gentle giants. We wanted the images to speak to the insanity of the perpetrators, without showing the obvious brutality of whale killing.

With a $30,000 budget the campaign reached an impressive 8.5 million Australians. 1 in 3 Australians were inspired to save the whales. In addition we garnered…• 240 minutes of radio airtime.

• 9 of 10 top newspapers covered the stunt.

• IFAW spokesperson led the conversation internationally on anti-whaling day.

• There was a spike in visits to ifaw.org • ifaw.org bounce rate reduced by 22.36%