Sea Shepherd Conservation Society Design & Branding 172 WHALES by Bircher/Rabl


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Industry Environmental & Animal Issues
Media Design & Branding
Market Switzerland
Agency Bircher/Rabl
Copywriter Alexander Rabl
Photographer Christian Bircher,
Released July 2011

Credits & Description

Category: Posters
Advertiser: SEA SHEPHERD
Creative Director: Christian Bircher (Bircher/Rabl)
Copywriter: Alexander Rabl (Bircher/Rabl)
Photographer: Christian Bircher/ (Bircher/Rabl)
Account Director: Sylvia Pistrich (Bircher/Rabl)
Media placement: Poster - Different Fences In Vienna/Austria - 26.april 2011
Media placement: Poster - Different Fences In Bern/Switzerland - 21. May 2011
Media placement: Poster - Different Fences In London/UK - 28. July 2011

Describe the brief from the client
We partnered with Sea Shepherd to bring the horror of whale killing from the ocean into the city, to raise awareness, get the facts and figures onto the news agenda and generate donations. The team created a series of posters that, instead of the traditional usage, were taken to Vienna landmarks and government buildings and thrust onto iron railings, simulating the action of a harpoon into the whale’s body, and left there for people to see.

Describe the challenges and key objectives
We wanted to make people literally stop in their tracks and really take in what is going on, and then act upon it, to show their support. The action of ‘harpooning’ the whale in our poster to Vienna city railings is, sadly, all too true to real life. We could have gone a traditional route with our poster campaign but the message, that action needs to be taken now, and that real people have that power, would have been lost.

Describe how you arrived at the final design
Over the last 3 years, we have taken hundreds of high resolution whale photos in the Pacific Ocean. With this background, we were able to produce a unique poster for every whale killed.

Give some indication of how successful the outcome was in the market
The campaign was published in many newspapers and magazines.