Design > Brand Environments
BPG BATES, Dubai / SANCTUARY MAGAZINE / 2014
Overview
Credits
BriefExplanation
We were talking to a consumerist nation that consumes a great volume of fashion products, with little thought on how these products were manufactured. The need was for an activation that kindled guilt and informed them about which animal they were wearing, while using these fashion accessories.
Hence, the objective was to throw light on the issue of animal exploitation in a way that was both striking and informative, right before the start of Dubai Shopping Festival.
ClientBriefOrObjective
Sanctuary Asia wanted to reach out to the young and impressionable minds of the region and sensitize them against animal cruelty. The organisation was looking for a big intervention that was not just striking but also informative.
Implementation
We created an activation platform ’Wear No Animals’ that showcases intricately designed sculptures of popular fashion accessories. These sculptures were designed by renowned sculptors from the region, in a way to cast a shadow of the animal that was abused to create the particular fashion product. We installed these interactive sculptures in topical places like galleries and office atriums.
Outcome
RESULTS (in less than 2 months from the launch of the campaign)
• 4,156 people pledge their support by following the Sanctuary Asia page.
• 6,431 people talked about the campaign on the Facebook network.
• Subscription inquiries from the region increased by 45%
• Several animal welfare organisations shared the 'Wear No Animals' story.
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