PROJECT BRIEF: 

This project was an awards push, we were required to select a local brand or relevant cause that presents a challenge or problem to be solved. Our approach to the problem should showcase both our creative thinking and craft abilities in relation to the solution we conceptualize. The final executions are to be produced at the level expected by South Africa’s premier awards, ‘The Loeries.’ 

PROJECT CONCEPT:  

We are currently facing the biggest species die-off since the extinction of the dinosaurs. My campaign makes reference to the idiom ‘The Elephant in the Room’ as a metaphor
for the way in which humans are choosing to ignore the environmental issues they have created. Endangered species is an important and obvious topic which everyone is aware of but continually pushes aside. – An issue thought to be too large to solve and too uncomfortable to confront, thus people tend to ignore it rather than address it

The campaign plays on the hypothetical concept that if we as humans infringe on the homes of animals, soon there will be no where else to be than in the homes of people. Because we cannot ignore the the conversation any longer, the campaign called for a need to engage in a dialogue that will make a positive difference in the lives of other species we share the planet with. The campaign message ‘protect their home to protect yours’ was presented both visually through print media and physically through an activation that used 3 endangered species to encroach on people’s space, appearing in hotels, showrooms and galleries. Ultimately, the campaign works toward securing endangered wild habitats, driving people to the habitat conservation web-page of The Sheldrick Wildlife Trust. There they are encouraged to take action in buying a square meter of land that will ultimately protect and preserve areas of biodiversity