LOOKS CAN KILL by Ogilvy & Mather New Delhi for WWF

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LOOKS CAN KILL

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market India
Agency Ogilvy & Mather New Delhi
Executive Creative Director Ajay Gahlaut
Art Director Khurram Haque, Jonathan George
Copywriter Jossy Raphael Ogilvy
Designer Khurram Haque, Jonathan George
Illustrator Khurram Haque, Jonathan George
Released March 2012

Credits & Description

Category: Posters
Advertiser: WWF INDIA
Product/Service: WWF INDIA
Agency: OGILVY & MATHER
Executive Creative Director: Ajay Gahlaut (Ogilvy/Mather/New Delhi)
Sr. Creative Director: Nitin Srivastava (Ogilvy/Mather/New Delhi)
Creative Director: Jossy Raphael (Ogilvy/Mather/New Delhi)
Art Director: Khurram Haque (Ogilvy/Mather/New Delhi)
Art Director: Jonathan George (Ogilvy/Mather/New Delhi)
Copywriter: Jossy Raphael (Ogilvy/Mather/New Delhi)
Designer: Khurram Haque (Ogilvy/Mather/New Delhi)
Designer: Jonathan George (Ogilvy/Mather/New Delhi)
Illustrator: Khurram Haque (Ogilvy/Mather/New Delhi)
Illustrator: Jonathan George (Ogilvy/Mather/New Delhi)
Media placement: Posters - Shopping Malls - 3rd March 2012

Describe the brief from the client
Many cosmetic products are tested on animals. The brief was to create posters to make the general public aware of this and encourage them to switch to products that are made without harming animals.

Describe the challenges and key objectives
People are not used to checking the labels of cosmetic products to see if they were tested on animals. The challenge was to make this issue top-of-mind.

Describe how you arrived at the final design
We wanted the posters to be dramatic but not gory that they put people off. We took cues from the world of cosmetics and used visuals of painted lips, styled hair and curled eyebrows. They were cleverly manipulated to reveal hidden truths: the lips concealed a rat, the hair resembled a dolphin and the eyebrows were made of a bird’s feathers. This process simply and elegantly communicates that the products used for enhancing looks also harm animals.

Give some indication of how successful the outcome was in the market
The posters got a lot of attention and people were sensitized to the cause. The awareness also ensured that retailers stocked products that were not tested on animals.