Creative use of an ordinarily tacked print magazine.

The staple, normally used to hold the pages of a magazine together, symbolizes a painful trap. You can see a fox caught in the metal staple. It is still alive but inextricably trapped and badly injured.The ad portrays vividly, under which cruel circumstances still far too many wild animals have to suffer.

The ad contributed significantly to raising awareness of the unpleasant issue of animal traps and triggered a public debate and willingness to help.Results in detail:- Extensive media coverage worth approximately 250,000 Euro- Significant increase of donations for the fight against animal traps (+36% compared to the previous year)- Significant increase of the awareness and sympathy of the Animal Protection Association