Wildlife trafficking is a direct and a serious threat to our environment. It has led to extinction of birds and animals. It’s a rising billion-dollar industry operating undercover. Trafficking exists due to demand for pets, body parts and illegal medicinal purposes. To sensitize all about this crime, we drew inspiration from the journeys and drew a parallel to the experiences of in-flight passengers. The Idea: While most wild animals migrate naturally, some are forced to migrate. Each ad featured an animal in distress known to be smuggled out of India as often reported in news. Since smuggling live animals through airports fetch trafficker’s high prices, airports seemed like the most effective touchpoints. We tied up with more than 15 airports across India and showcased creatives on OOH mediums like Airport TV screens where the ad appeared between flight timings.
Not all animals migrate by choice.
India Chief Creative Officer:Sukesh Nayak
Copy Supervisor:Sheldon D'souza
Art Director:Prathamesh Pawaskar