The creative idea emphasizes that every piece of ivory comes from a slaughtered elephant.

On the surface, this seems obvious. However, there are underlying issues that we had to tackle.

In the UK, pre-1947 antique ivory is still traded – but this allows disguised, fresh ivory to enter the market illegally. The UK also exports ivory, increasing supply and demand globally directly contributes to elephant poaching.

Stop Ivory have been working tirelessly to protect elephants by stopping the ivory the trade.

But while the public are against ivory trading, many are unaware of the role the UK and EU play.

Meanwhile, the traders see nothing wrong with buying and selling antique ivory as the elephants are already dead.

By making a link between ivory trading and dead elephants, we are shaking people out of both ignorance and complacency – and helping Stop Ivory across Europe to enforce a full ban.

This non-traditional ambient execution took over the corner of a building inside London Zoo to surprise viewers with a shocking message about the ivory trade.

Because the design of the artwork relies on two separate elements, we divided them across a corner to enhance our message and bring the execution to life in a more impactful way for the audience.

Visitors could at first only see the auction house poster, which because it looks luxurious and legitimate falsely leads you to believe there’s nothing wrong with what you’re seeing.

Then when they walked further, the full picture became clear, revealing the dead elephant and the headline.

This simple use of a large scale, ambient execution allowed us to take people on a journey and challenged them to discover the deadly truth hiding behind every piece of ivory.

Stop Ivory constantly struggle to have our agenda heard – there is widespread ignorance and complacency regarding the UK ivory trade and its effect on elephant poaching in Africa.

However, with this campaign we had phenomenal success; the work has been shared internationally, it’s been the centerpiece of BBC Radio 4’s Today programme, it’s been shared and promoted by British MPs such William Hague, it’s been adopted by multiple African governments as well as numerous international NGOs, it’s had the support and backing of high profile celebrities, it is being voluntarily shown in a range of cinemas and it continues to be featured by news websites and creative publications.

Frankly, there has never been a more important time to fight for elephant protection and with this work we have taken a huge step in ensuring the UK law will change and other countries will follow.” John Stephenson, CEO Stop Ivory.