This campaign about illegal wildlife trafficking is currently running in Singapore. It is made by agency POSSIBLE for Wildlife Reserves Singapore and is meant as an awareness campaign to challenge Singaporeans with a “don’t know, don’t care attitude,” to take action.
The campaign entitled Change Their Fate is offered in various media forms but all with a common story, that of the entire smuggling process, from capture to sale, and then back to the capture of new animals.
There is a dedicated campaign website and an important outdoor part. The agency fitted out bus stops around the island with digital screens of two animals – the Yellow-Crested Cockatoo and the Sunda Pangolin crushed against the screen and struggling feebly for freedom. The call to action brings the public to a mobile, interactive 360° experience.
The campaign runs until the 6th April 2016.
Pei Pei Ng, executive Creative Director at POSSIBLE:
When WRS approached us, we didn’t just want to deliver another beautiful campaign. We wanted to tell the true story of the animal – one that captured the helplessness and despair they feel, and the brutality that goes on unchecked every single day. Together, the team found an idea that opened people’s eyes to the horror of the illegal wildlife trade.
The videos are made in both a positive and negative approach. A remarkable experiment. Many studies show that a positive approach has the most effect in the long term.
Screen shots of the interactive 360° experience:
Screen shots of the bus shelter videos:
Executive Creative Director: Pei Pei Ng
Associate Creative Director: Alvin Yeo
Interactive Director: Kelvin Lee
Copywriter: Gerald Chue / Vanessa Tan
Art Director: Danny Tan / June Loo / Kaiyi Goh
Designer: Eunice Quah / Aw Bao Xin
Motion Graphics Designer: Robin Tan
Interactive Technologist: Edwin Lim
Front-End Developer: Seow Jing Ru / Wilson Choy / Tan Jin Wei / Alexis Choy
Quality Assurance: Keith Hong
Project Management: Angela Li / Juliana Chua
Photographer: Jeremy Wong, Nemesis
Digital Imaging: Evan Lim, Rabbit Hole