WWF: Target Practice

Name	Position	Company
Paul Bo	Copy Writer	Ogilvy Beijing
Nils Andersson	Copy Writer	Ogilvy Beijing
Nils Andersson	Group Executive Creative Director	Ogilvy Beijing
Kweichee Lam	Executive Creative Director	Ogilvy Beijing
Jacky Lung	Creative Director	Ogilvy Beijing
Xingsheng Qi	Art Director	Ogilvy Beijing
Shengxiong Chen	Art Director	Ogilvy Beijing
Jacky Lung	Art Director	Ogilvy Beijing
Matthew Curry	Copy Writer	Ogilvy Beijing
Huimin Li	Photographer

In the last 500 years, human activity has forced 816 species to extinction. In China alone, there are over 385 species threatened today by increasing economic development, poaching and illegal trade. The South China tiger and Siberian tiger number less than 100, yet continue to be shot for use in traditional Chinese medicine. The challenge was to get people to really 'feel' this situation, to make it more relevant to the average city dweller, far removed from illegal poaching.

What if it were the other way around? WWF flipped the perspective on this shocking reality by transforming an underground passageway into an animal shooting range. Only this time, the animals had the guns. Each gun was equipped with an infrared sensor that triggered the sound of gunfire as someone walked by.

Community people. Over 9,000 people walk through this passage every day. At morning and afternoon rush hours, the hallway was literally jammed with curious people as the sound of gunfire echoed through the hall. Volunteers at each end of the tunnel handed out flyers asking people to register on the WWF website.

The display caused so much alarm that after just one day, it was ordered to be removed. Nevertheless, the job was done. In the first day alone, 57 new volunteers signed up to support WWF wildlife conservation.