Cannes Lions

MEMOIRS OF A MINKE WHALE

BBDO PROXIMITY SINGAPORE, Singapore / SEA SHEPHERD CONSERVATION SOCIETY / 2013

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Overview

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Credits

Overview

Description

The challenge was to communicate the issue of indiscriminate minke whale extermination engagingly in an expo that had over 100 booths displaying various diving paraphernalia.

Execution

We were inspired by old Japanese illustrations of chopped up whale parts which we felt symbolized Japan's inhumane whaling practices. We used the metaphor of the chopped whale to represent the outcome of an exploding harpoon blowing what once was a magnificent creature to bits.

Outcome

The design created sympathy for the minke whales and an awareness of Japan's whaling practices. Over 500 people visited the Sea Shepherd booth over the 3 days and were made aware of this brutal practice.

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