Spikes Asia

Unfortunate Tales of a Treeless World

Y&R MALAYSIA, Kuala Lumpur / MALAYSIAN NATURE SOCIETY / 2016

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Overview

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Overview

Background

Malaysia loses a football-pitch-sized area of forest every 90 seconds, making us 8th in the world for deforestation. Yet most Malaysians are unaware of the state of deforestation in Malaysia. Malaysian Nature Society, the nation’s oldest conservation NGO, wanted to bring this issue to light in a way that would engage our audience towards action. We also looked to reach Malaysians of all ages, regardless of race or socio-economic status and recruit them to our cause.

Execution

We handcrafted four reimagined “unfortunate tales” using mixed media. Whenever possible, we used reclaimed wood, metal, cloth and other repurposed items, in keeping with our theme. We then photographed these sets, and combined them with digital illustration for use on our posters and print, for a raw, rustic look that couldn’t be replicated by illustration alone.These images and stories were then adapted to our notebooks and microsite.

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2021, MARIA DA PENHA INSTITUTE

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