Cannes Lions

Bat

Y&R SOUTH AFRICA, Cape Town / JOHANNESBURG CITY PARKS AND ZOO / 2017

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Overview

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Credits

Overview

Description

We wanted to demonstrate very simply how easily this delicate balance can be thrown completely out of sync when just one species is removed from the biodiversity equation. We wanted to show how one species is essential in controlling and managing the numbers of another.

Our JHBZoo Conservation Series features: The Blue Crane and their eco-balance counterpart The Grasshoppers, The African Bull Frog and their eco-balance counterpart The Fly, The Puff Adder and their eco-balance counterpart The Rat and lastly The Seba’s Fruit Bat and their eco-balance counterpart The Mosquito.

Execution

Our execution demonstrates graphically and metaphorically that when you remove one species: The Blue Crane (which is represented as a negative space in the layout), that its eco-balance counterpart: Flies (which makes up the rest of the layout) will thrive and multiply uncontrollably.

We explicitly wanted to focus on those eco-balance counterparts like flies, rats, grasshoppers and mosquitoes that are undesirable, that would make people instantly uncomfortable and evoke an immediate and visceral negative reaction to the mere idea that they could “take over”.

We initially considered a design approach which would’ve made use of “icon-like illustration” to make the artwork more graphic but soon found that using real images of grasshoppers, flies, rats and mosquitoes made the posters feel somehow more visceral and real … almost creepy and crawly … the idea from the outset was to make the viewer really uncomfortable upon being confronted with the harsh reality.

Outcome

This year JHBZoo wanted to shift the conservation lens. We are usually faced with the plight of the Rhino … Elephants and so forth. The true balance of the eco system however occurs on a much broader playing field. Did you know that the JHBZoo has a frog conservation programme? Did you know that frogs help control the population numbers of flies?

 

We created a series of posters that highlighted the often forgotten but very relevant ‘other side’ of the conservation conversation. People were immediately responsive to our ‘new’ take on the conservation conversation because it broke the stereo typical BIG 5 lead initiatives.

 

It was extremely impactful and struck a very visceral chord with the viewers and shone the light on the ongoing efforts of the JHBZoo when it comes to conservation and research.

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