WWF: Bones

January 27, 2016Filed under Direct Marketing, Design and Public Interest, NGO
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Due to the monthly monitoring of Bangkok’s domestic ivory market, the number of ivory items for sale in the past 18 months has been rising from 5,868 to 14,512 or more than 3 times increased during this short period of time. In addition, at least 20,000 African Elephants were killed and poached every year. The client wants a fresh and powerful idea that triggers people and raise awareness about this severe issue.

EXECUTION
We come with the message from the facts; “2 for the display cabinet. 349 down the drain.”The message sounds unreasonable but it truly happens. We want to reveal this illogical truth by sarcastically questioning that is this worth it? Also, we aim to ask people for their supports by donating to help us stop poaching.

OUTCOME
The amount of money donating to the campaign rose up more than 20 times from the previous campaign. Essentially, we expect the number of elephants to be killed and poached must be reduced every year.

RELEVANCY
The World Wide Fund for Nature (WWF) is an international non-governmental organization working on issues regarding the conservation, research and restoration of the environment. In 2015, the major issue WWF Thailand wants to cope with is illegal ivory trading since there have been a large number of elephants killed and poached. The target audience for this campaign is everyone.

Advertising Agency:Ogilvy & Mather, Bangkok, Thailand
Group Executive Creative Director:Wisit Lumsiricharoenchoke
Creative Director:Gumpon Laksanajinda, Nopparat Wattanawaraporn
Copywriter:Showtika Somjid, Kris Garford Spindler
Art Director:Nopadol Srikieatikajohn, Eugene Cheong, Peerawat Temsomboon
Agency Producer:Paiboon Suwansangroj
Communications Director:Patsa Attanon
Managing Director:Phawit Chitrakorn
Production Company:Illusion
Illustrator:Surachai Puthikulangkura, Supachai U-Rairat, Somsak Pairew
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