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2016 One Show - Print & Outdoor

Bones

Agency Ogilvy Group Thailand / Bangkok

Client WWF-Thailand
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Annual ID

PO16178M

About the Work

The number of ivory items on sale on Bangkok’s domestic ivory market during the past 18 month had risen from 5,868 to 14,512. The World Wide Fund for Nature (WWF), an international non-governmental organization working on conservation issues, wanted a fresh and powerful idea to raise awareness and trigger real behavioral change. The solution: 2 for the display cabinet. 349 down the drain. Through sarcasm, we wanted to reveal this illogical truth and inspire people to donate funds. The campaign ran for 3 months and posters were strategically placed at locations where ivory exchanged hands, such as the illegal ivory markets and customs at airports. Also, popular, high-foot traffic tourist locations visible to both foreigners and Thais. The amount of money donated to the campaign increased by more than 20 times from the previous campaign. We expect the number of elephants killed and poached to reduce year-on-year.