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Shark

Campaign
Agency Network: 
Published/Aired: 
December 2009
WildAid:  Shark

Description

The actual glass in front of these posters was fractured as though a bullet had been shot through it. In the bullet hole is a coin suggesting that if you spend a cent on the illegal trade of endangered animals you may as well pull the trigger yourself.

Outdoor advertisement created by JWT, China for WildAid, within the category: Public Interest, NGO.

Caption

No buying. No selling. No slaughter.

Advertising Agency: JWT Shanghai, China
Executive Creative Directors: SheungYan Lo, Yang Yeo
Creative Directors: Grace Liu, Roy Yeo, Cecilia Zhu
Art Directors: Daisy Zeng, David Mo
Copywriter: Jun Qian
Digital Imaging: Xin He Imaging
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Highest Rated

germanhudders's picture

What's the copy??? the explanation is well and all, but if it has no copy people will doubtfully understand...

germanhudders
Activity Score 336
Copywriter at Droga5
germanhudders's picture

What's the copy??? the explanation is well and all, but if it has no copy people will doubtfully understand...

germanhudders
Activity Score 336
Copywriter at Droga5
ivan's picture

I added the translation.

ivan
Activity Score 12
Creative Director at Ads of the World
Srivatss N Iyer's picture

True. I first felt it's about a TV that gives real life experience

Srivatss N Iyer
Activity Score 121
Copywriter at RK Swamy BBDO
tirthomitro's picture

B A H!!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Veerendra Moodi's picture

Nice

Veerendra Moodi
Activity Score 40
Graphic Designer at MAA Communications bozell Ltd., Bangalore |

Veerendra Moodi

Marlus Lau's picture

I think the link between shot and buying animals doesn't work.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
silvi's picture

No good enough for this site.

silvi
Activity Score 4170
Copywriter
pitted prunes's picture

a little far fetched. but could be great ambient.

pitted prunes
Activity Score 216
bubblestheclownfish's picture

WRONG approach. You're dealing with a segment of society that really couldn't give a d@mn about whether or not the animal was killed - by one's own hands or anyone else's. It's a cultural thing, and though there are many Chinese who actually care about the animals, there are WAY more who don't - they only care about purported health benefits from gall bladders, fins and tusks. This campaign needs to hit from an emotional angle, not one "trying" to be clever. Only an emotive campaign that would put the viewer in the animal's skin (literally) or that makes the viewer connect with the animal and feel some pity and remorse will work - breaking through the clinical approach of animal harvesting. Undoing thousands of years of folkloric medicine is not an easy task, but this is not it.

btw - the Asiatic Bear is the one that gall bladders are bled from, not the Grizzly (Kodiak?) in the poster.

bubblestheclownfish
Activity Score 614
Creative Director
rolling.stone's picture

they could have used tiger too

i must would have been a better option

rolling.stone
Activity Score 2739
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

mgriff21's picture

Simple and good.

mgriff21
Activity Score 592
Art Director at VCU Brandcenter (Richmond, VA) 2011 |

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

kurtberengeiger's picture

The coin in the "bullet hole" adds an interesting, however subtle, layer.

kurtberengeiger
Activity Score 7330
Copywriter
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