This anti-poaching campaign from Lowe, Singapore, is one of those times.
Calling out “fashionable” people for creating a demand for poaching threatened animals is a powerful statement. It may not influence the more out-of-touch consumers directly, but it does provide social pressure in the form of making others aware of the connection between luxury goods and disappearing exotic animals. It’s a shock ad, but the good kind, because causing the general public to reaffirm their disgust at the trade in certain animal products helps create a stigma. And since most “mainstream” people despise the rich and spoiled anyway, it’s not a hard sell.
See the rest of the campaign below:
Group Account Director: Andrea Aranador
Copywriters: Mihir Dhairyawan, Joseph Cheong
Creative Directors / Art Directors: Andrew Ho, Sheng Jin Ang
Chief Creative Officer / Executive Creative Director: Dominic Stallard
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