The Body Shop Design & Branding NEEDLESS DEATHS by Grey Kuala Lumpur

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Industry Environmental & Animal Issues
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Art Director David Sin, Chan Chuan Li, Vince Low
Copywriter Low Pooi Yeng
Designer Phoecus Lee, Vince Low
Illustrator Vince Low
Released February 2012

Credits & Description

Category: Posters
Advertiser: THE BODY SHOP
Group Executive Creative Director: David Sin (Grey Group Kuala Lumpur)
Art Director: Phoecus Lee (Grey Group Kuala Lumpur)
Art Director: Vince Low (Grey Group Kuala Lumpur)
Art Director: David Sin (Grey Group Kuala Lumpur)
Art Director: Chan Chuan Li (Grey Group Kuala Lumpur)
Illustrator: Vince Low (Grey Group Kuala Lumpur)
Designer: Phoecus Lee (Grey Group Kuala Lumpur)
Designer: Vince Low (Grey Group Kuala Lumpur)
Copywriter: Low Pooi Yeng (Grey Group Kuala Lumpur)
Media placement: Poster Campaign - The Body Shop Outlets - 18 February 2012

Describe the brief from the client
The Body Shop wanted not just to raise public awareness on the issue of animal trafficking, but to affect change in every individual. Instead of a facts-and-figures campaign, the client required a campaign that would make people stop, think, and change their attitude.

Describe the challenges and key objectives
Most people have no personal engagement with animal trafficking. To them it's a phenomenon very removed from their everyday lives. Poaching, killing, exporting to them, all these happen in jungles or oceans far, far away from humanity and they have no part in it. We want to trace each animal killed back to an individual, and make him or her realise that animal trafficking originates from what one man does to what another man practices.

Describe how you arrived at the final design
We narrowed down the story of animal trafficking to the most basic - 1 animal, 1 perpetrator. Posters in the form of newsbytes were used to announce sudden deaths seemingly caused by foolish or funny means. Upon further reading, one will discover that what actually killed these animals are not dark corporations or greedy traders - but man’s blind devotion to myths and traditions. We dramatized not just the triviality of human desires; we gave an equivalent of a cold dousing on the face of human ignorance.

Give some indication of how successful the outcome was in the market
The campaign ran in all The Body Shop outlets and was featured on The Body Shop’s Facebook page as part of its Save The Animals initiative. Shoppers were given sized-down posters to take home too. Awareness on animal trafficking was increased, with more people realising the need to affect change within themselves.