International Fund For Animal Welfare DM STOP THE SLAUGHTER by J. Walter Thompson Melbourne


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Industry Environmental & Animal Issues
Media Direct marketing
Market Australia
Agency J. Walter Thompson Melbourne
Executive Creative Director Richard Muntz
Creative Harsh Kapadia, Chris Andrews
Editor Jesse Mcelroy, Dave Wade
Released November 2010

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: ANTI-WHALING
Agency: JWT
Date of First Appearance: Nov 4 2010
Entrant Company: JWT, Melbourne , AUSTRALIA
Executive Creative Director: Richard Muntz (JWT)
Deputy Creative Director: Keith Nicolas (JWT)
Creative: Harsh Kapadia (JWT)
Creative: Chris Andrews (JWT)
Director of Digital: Daniel King (JWT)
Client: Patrick Ramage and Erica Martin (International Fund for Animal Welfare)
Agency Producer: Sherry Cheesman (JWT)
Editor: Dave Wade (JWT)
Editor: Jesse McElroy (JWT)
Sound Engineer: Phil Kenihan (Front of House)
Motion Designer: Simon Bronson and Thomas Puller (Iloura)
Production Company: (Laser Vision)
Planner: Anuj Mehra (JWT)
Public Relations: Mark Paterson (Currie Communication)
Public Relations: Jenny Littlewood (Currie Communication)
Public Relations: Fiona Davis (Currie Communication)
Public Relations: Nicola Raymond (Currie Communication)
Public Relations: Katrina Walter (Currie Communication)
Motion Producer: Kate Guest (Iloura)
Head of TV Production: Justine Kubale (JWT)
Media placement: Specially Modified Pump - Sydney Harbour - 4th November 2010
Media placement: Aqua Projector - Sydney Harbour - 4th November 2010
Media placement: Emergency Public Announcement System - Sydney Habour - 4th November 2010

Describe the brief/objective of the direct campaign.
Commercial whaling was banned in 1986. Yet, whales face more threats today than at any other time in history. Whaling nations - led by Japan, continue to kill thousands of endangered whales in the name of ‘scientific research’. Our client, IFAW was keen to put an end to this sham.

Our campaign was after a mass response. We wanted it to reach out to each and every Australian and get them to literally feel for these awe-inspiring creatures that swim our deep seas.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our creative solution was to make the cruelty inflicted on whales real and palpable for all Australians. We wanted every Australian to ‘see’ the slaughter for themselves.

Hours before International Whaling day we released a ‘doctored’ viral video of a whale sighting in Sydney Harbour. Later, we sunk a pump in the middle of Sydney harbour. The pump was customised to replicate the blow (spray) of a whale and with the help of laser projectors and sounds of whale cries we brought to life the blood bath that takes place every year in the name of scientific research.

Explain why the creative execution was relevant to the product or service.
The creative solution was conceived keeping in mind the apathy that exists towards the suffering of whales. The average person does not get to see a whale in his lifetime and understandably finds it difficult to feel the pain that whaling inflicts on these gentle giants of the sea. Our promotion was creatively bold because it needed to. Traditional creative/media solutions would have been like a ship in the dark and not impacted the average Australian.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With a $30,000 budget the campaign reached an impressive 8.5 million Australians. 1 in 3 Australians were inspired to save the whales. In addition
• There was a spike in visits to
• The website bounce rate reduced by 22.36%
• The campaign earned 240 minutes of radio airtime.
• 9 of 10 top newspapers covered the Direct campaign.
• IFAW spokesperson led the conversation internationally on anti-whaling day.