Confrontational but beautiful: Campaign asks people to change the fate of dying animals

The illegal wildlife trade is one of the greatest threats facing the planet, and Wildlife Reserves Singapore (WRS) wanted to challenge Singaporeans with a “don’t know, don’t care attitude,” to take action.

To call attention to the issue, bus stops around the island nation were fitted out with digital screens showing two animals—the Yellow-Crested Cockatoo and the Sunda Pangolin—being crushed against the screen and struggling feebly for freedom.

A call-to-action brings the public to a mobile, interactive experience, where they are shown the entire smuggling process, from capture to sale, and then back to the capture of new animals, highlighting this unending cycle of death.

Users are also given the option to end the horror, and take a stand by changing the animals’ fate, which switches the experience to showcase a brighter future.

This initiative is touted as Asia’s first-ever motion-enabled story using accelerometer and gyrometer. The campaign is set to run until 6 April.

You can also check out the microsite for more information.

Pei Pei Ng, executive creative director, Possible Singapore said the agency didn’t want “to deliver another beautiful campaign” but instead tell the true story of the animal by capturing the helplessness and despair they feel, and the brutality that goes on unchecked every day.

CEO Paul Soon said since most animal products are so far removed from the poaching and smuggling process, the team decided to give the target audience a raw, unfettered look at the brutal behind-the-scenes with an empowering option to change the fate of these animals.

“We’re proud to join the fight against illegal animal trafficking and to support WRS’ mission to protect biodiversity for future generations,” he added.

Ad Nut found it difficult to look at the images of animal-kin being chopped up just to serve the shallow desires of those who insist on following unsubstantiated superstitions of old.

Ad Nut is also confused: Is it wrong to think that the images and artwork for this campaign are ridiculously beautiful? In a haunting and disconcerting way of course. Great work by the agency here.

Ad Nut was completely torn up by this campaign, and hopes humans will step up and do something to help the plight of fellow creatures inhabiting this planet.