PreservePlanet.org: Wild Trapped Animals

Credits:

Type of Entry: Use of Media
Category: Best Use of Outdoor
Title: WILD TRAPPED ANIMALS
Advertiser/Client: PRESERVEPLANET.ORG
Product/Service: CONSERVATIONIST FOUNDATION
Entrant Company: DDB COSTA RICA San José, COSTA RICA
Advertising Agency: DDB COSTA RICA San José, COSTA RICA
Media Agency: OMD San Jose, COSTA RICA
Creative Credits
Name Company Position
Manuel Travisany DDB General Creative Director
Juan Jose Ulate DDB General Art Director
Jorge "cacho" Quesada DDB Producer
Carlos Redondo DDB Illustrator
Alex Corrales DDB Illustrator
Tomas Jankovich DDB Agency Producer
Sergio Vargas DDB Agency Producer
Manuel Travisany DDB Copywriter
Alexander Zuñiga Eucor President
Jose Orozco DDB Executive Account
Details
Results and Effectiveness:
• What happened as a result of the communication activity? The cages themselves became roadside attractions wherever they were placed. Since the chosen highway is highly congested, it was inevitable they would be seen. Many times drivers stopped to admire them, while others simply parked their cars to see how they worked from up close. • How did the communication achieve the goals and influence business outcomes? • Include commercial results such as sales and profit as well as change in consumer awareness and attitudes. It is calculated that close to 3,200,000 cars (data from the Costa Rican Ministry of Transportation) passed along the road while the messages were in place. Various blogs, newspapers and TV news programmes took it upon themselves to broadcast throughout the country that there were “trapped animals along the highway” and to explain the reason why they were.
Creative Execution:
• What was the creative strategic solution? Mechanically activated silhouettes were built that imitated the real movements of various wild animals when they are in captivity. At the same time, the usual public highway freestanding sign structures were turned into “cages” within which these animals were installed. On the outside was the legend “If you love animals, keep them wild,” signed by Preserveplanet.org.
Insights, Strategy and the Idea:
• What were the business, marketing and communications objectives that lay behind the case? Reduce wild animals in captivity through a campaign that raised awareness of the problem, targeting an especially sensitive group of people who vacation outside the city and bring back the young of wild species. • Describe the target audience and their relationship with the brand. The chosen target is people who leave the city by car and go to areas where they capture or buy these species. • Explain the unique insight that shaped the idea. The insight is that usually people who raise wild animals in captivity think the animals are happy living this way. • How was it relevant to both the client and the target audience? What makes the idea relevant is that the “cages” were placed where people leaving the city had to pass. For the client this meant making a highly directed effort at an extremely sensitive group.