Moscow Zoo DM David’s Deer. by TWIGA Moscow

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David’s Deer.

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Industry Zoos, Environmental & Animal Issues
Media Direct marketing
Market Russia
Agency TWIGA Moscow
Released May 2014

Credits & Description

Agency: TWIGA Moscow.
David’s Deer. Vanishing form.
You cannot see it in the wild anymore. The deer could be seen only behind the zoo’s bars. Help us to preserve it or it might disappear completely.
Problem. Many people are starting to think that zoos are not the best place for animals: animals live in captivity and suffer.
Strategy. 2014 is a year of the Moscow Zoo’s 150 anniversary. Time to remind of the important role of zoos, as many people are not even aware of it, and involve the audience in a joint project. There is a special term – Extinct in the Wild. It is all about species that do not exist in the wild anymore and are kept in zoos only. Among them is David’s Deer, which lives in the Moscow Zoo. Without the zoos, it could disappear completely…
Idea. We have created special greeting cards, which deliver this message via a special visual effect: David’s Deer image appears only when the zoo cage-bars is applied to an abstract painting of wildlife.
Results. Cards are on sale in the zoo kiosks. During the first week the entire edition was sold. All money will be allocated to a special fund, which is in charge of returning David’s Deer back to the wild.
Michael Elagin – creative Director
Alexey Mihailov – art Director
Margarita Indionkova – designer
Nino Purtseladze – manager