Stop Rhino Poaching Case study THE RHINO STAMP PROJECT, 1 by TBWA\Hunt\Lascaris Johannesburg

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THE RHINO STAMP PROJECT, 1

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Industry Public awareness, Charities, Foundations, Volunteers
Media Case study
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Adam Livesey, Matthew Brink
Art Director Shane Forbes
Copywriter Charles Pantland
Designer Kerry Moralee
Released April 2013

Awards

Cannes Lions 2013
Design Lions Posters Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: STOPRHINOPOACHING.COM
Product/Service: STOP RHINO POACHING
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Adam Livesey (TBWA Hunt Lascaris Johannesburg)
Executive Creative Director: Matthew Brink (TBWA Hunt Lascaris Johannesburg)
Copywriter: Charles Pantland (TBWA Hunt Lascaris Johannesburg)
Art Director: Shane Forbes (TBWA Hunt Lascaris Johannesburg)
Designer: Kerry Moralee (TBWA Hunt Lascaris Johannesburg)
Agency Producer: Carol Soames (TBWA Hunt Lascaris Johannesburg)
Creatve Coordinator: Muriel Brink (TBWA Hunt Lascaris Johannesburg)
Agency Producer: Craig Walker (E Graphics)
Director Of Photography: Brett De Vos ()
Photographer: Des Ellis (Des Ellis
Photography)
Brief Explanation
There was one predominant challenge - developing a campaign that would run in countries other than our own with a target market we'd never before tried to engage.
Our objectives were to target the people responsible for creating the demand for rhino horn and show them what they were really doing for their hypothetical cancer / fever cure or vitality tonic.
Describe the brief from the client
We were briefed by our client, StopRhinoPoaching.com, to conceptualize a campaign that targeted those responsible for creating the demand for rhino horn - the people overseas that buy and use them.
Design Process
We needed to create something that that could get into the responsible countries without political interference - a "Trojan horse". We turned age-old postage stamps into a new medium and created the first ever stamp with another countries language on it. The usual breathtaking imagery of our animals was replaced with the carnage that poachers leave behind. Each stamp included a message in Chinese, Vietnamese or Thai reading: "say no to rhino horn."
Our stamps were then used to create posters that encouraged the public to attach a stamp to each letter they were sending to the responsible countries.
Results
Overnight, thousands of stamps left our shores and achieved what no petition or awareness campaign could - they infiltrated borders and started a direct communication between our country and those involved in the rhino horn trade. Within days we were in the national press, television and radio. Then it spread across the world on the Internet. In the week of the rollout alone, we had made international news. Stop Rhino Poaching has experienced a traffic increase of over 300% on their website, the majority, coming from the countries that we targeted with our stamps.