Endangered Wildlife Trust: THE LAST ONES LEFT

Credits & Description:

Category: Posters

Advertiser: ENDANGERED WILDLIFE TRUST

Product/Service: ENDANGERED WILDLIFE TRUST PROGRAMME

Agency: TBWA\HUNT\LASCARIS JOHANNESBURG

Date of First Appearance: Apr 1 2011

Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA

Chief Creative Officer: John Hunt (TBWA\HUNT LASCARIS JOHANNESBURG)

Executive Creative Director: Damon Stapleton (TBWA\HUNT LASCARIS JOHANNESBURG)

Creative Director: Adam Weber (TBWA\HUNT LASCARIS JOHANNESBURG)

Art Director: Lizali Blom (TBWA\HUNT LASCARIS JOHANNESBURG)

Copywriter: Jared Osmond/Lizali Blom (TBWA\HUNT LASCARIS JOHANNESBURG)

Typographer: Lizali Blom (TBWA\HUNT LASCARIS JOHANNESBURG)

Creative Group Head: Miguel Nunes (TBWA\HUNT LASCARIS JOHANNESBURG)

DTP: Robert McKenzie (TBWA\HUNT LASCARIS JOHANNESBURG)

Project Manager: Leanne Ferris-Woods (TBWA\HUNT LASCARIS JOHANNESBURG)

Art Buyer: Sharon Cvetkovski (TBWA\HUNT LASCARIS JOHANNESBURG)

Operations Director: Carol Soames (TBWA\HUNT LASCARIS JOHANNESBURG)

Account Director: Bridget Langley (TBWA\HUNT LASCARIS JOHANNESBURG)

Client Service: Katiso Maarohanye (TBWA\HUNT LASCARIS JOHANNESBURG)

Production Manager: Craig Walker (E-GRAPHICS)

Photographer: Donated Images from Wildlife Photographers/Image Collections/Mari Keyter (VARIOUS/TBWA\HUNT LASCARIS JOHANNESBURG)

Media placement: Exhibition - Hyde Park Shopping Centre - April 22nd, 2011

Media placement: Exhibition - St Stithians College - April 1st, 2011



Describe the brief from the client

The EWT is a conservation group with multiple studies centred on wildlife. Their aim being to provide vital awareness concerning these species.



But no one was responding to these statistics. We had to find a way to make them see the animals behind the information.



Describe the challenges and key objectives

The problem is that stats have become part of the barrage of information faced by the public everyday. They’re simply too easy to ignore.



In order to increase the funds necessary for wildlife conservation, we had to increase the stopping power of statistics.



Describe how you arrived at the final design

Behind every number that makes up a statistic, there is a living animal.



And it was from this insight that we conceptualised our idea. To put faces to the figures.



Give some indication of how successful the outcome was in the market

On April 1st, 2011, we launched the campaign.



We used and compiled a library of every animal that was still alive to give meaning to otherwise meaningless statistics.



Not only have the images flighted in international papers, they've also became part of the Lindt Environmental Exhibition and a High College Environmental Education programme - a direct result of the interest raised by the visual stopping power we managed to attach to otherwise meaningless statistics.