In a context of climate crisis where the environment and biodiversity are at the heart of the debate, IFAW, the International Fund for Animal Welfare, and Publicis Conseil are presenting a new campaign to raise awareness.
Through two illustrations by Richard Wilkinson, IFAW makes us aware of the fact that protecting animal helps to save a species that itself helps to preserve biodiversity. Every ecosystem is a series of interdependent links, in which each has a role to play in the survival of the other.
“Attacking a species means attacking an entire ecosystem”: this strong message is deployed in print and digital, to denounce the abuses of humans on what surrounds them. The media agency Repeat took charge of negotiating the free Clear Channel broadcasting.
Richard Wilkinson's illustrations abstract from the set and focus on their subjects: animals, very realistic, in a refined nature, represented in a chromatic atmosphere in half shades. The soft and relaxing atmosphere that emerges contrasts with IFAW's strong message and creates a certain discomfort for those who watch them. A necessary and enlightening awareness.
Founded in 1969, the International Fund for Animal Welfare (IFAW) is a global non-profit organization that protects animals and their environments.
With offices in 15 countries and projects in more than 40 countries, IFAW rescues, rehabilitates and releases animals in safe environments around the world.
In collaboration with governments and local communities, its experienced campaign managers, internationally renowned legal and political experts and scientists are the first to propose sustainable solutions to the most urgent animal welfare and wildlife conservation problems.
Tell us about your role in the creation of this work.
My role was to take this idea to the maximum of its possibilities to bring the cause. With the Artistic Direction for the quality of the realization and the direction of creation in the follow-up and the accompaniment of the customer. And worked for hand in hand with IFAW who are scientists, biologists. This work was very inspiring to develop the whole creation.
Give us an overview of the campaign, what is it about?
The creative idea: to extend a weapon that kills an animal or a plant. The prolonged weapon kills other animals or plants that have a link of life and existence with the first animal killed. We worked on 2 ecosystems: the marine world and the savannah. It could have been trash so expected while a treaty in illustration we avoid falling into the clichés. The images are quite powerful and disturbing without needing to add. The illustration brings us closer to the treaties of the anatomical planks of books and museums of natural history. The campaign came out with a big media plan on digital signage in the whole of France and soon in press and on social networks in cinemagraph animation.
Tell us about the creative brief, what did it ask?
The brief was simple: how to explain that the disappearance of a species causes the disappearance of other species, which weakens an entire ecosystem.
Which insight led to the creation of this piece of work?
The insight is based on the Butterfly effect: a flick of a butterfly wing can have consequences on the other side of the planet. It was transcribed in the campaign by: Killing an animal kills other animals so on.
Can you share any alternative ideas for this campaign? Why was this idea chosen?
Sometimes you have to put dozens of ideas on paper before ending up with the best campaign. But sometimes it's a creative flare without going through the whole process of creative research. Clearly this idea came to me naturally, as obvious, getting out of bed in the morning but it does not happen every morning!
What was the greatest challenge that you and your team faced during development?
It's a chance and a creative challenge to be able to work with associations like IFAW who fight every day against the destruction of our planet to bring their message to the greatest number.
What did you get most about this campaign through? Did you learn anything new from the experience?
1 / To be able to help IFAW
2 / Discover by working alongside other environmental issues
3 / Create a creative and impacting campaign
4 / Can work with an illustrator: I love Richard Wilkinson with whom I wanted to work for a long time
Where do you see this campaign going in the future?
Notoriety for the association, a great viral potential, catching the audience thanks to the power of images. A third image is being developed to talk about another ecosystem where IFAW has concrete actions. It will also allow us to amplify the message and visibility because unfortunately all ecosystems are affected.
To donate, do not hesitate to visit www.ifaw.org