Wildlife Reserves Singapore has launched a new campaign with the help of Possible Singapore to raise awareness about the illegal wildlife trade.
With increasing demand for luxury products such as ivory and other animal skins and parts, an all-time record number of wild animals are killed every day to guarantee the supply. Yet, public awareness on this issue remains relatively low.
Possible Singapore was tasked to motivate the public and empower them to change the fate of these animals. The agency decided to give the target audience a raw, unfettered look at the brutal behind-the-scenes across OOH mediums across the country. Digital screens with two animals – the Yellow-Crested Cockatoo and the Sunda Pangolin – are shown, crushed against the screen, struggling feebly for freedom.
A call-to-action brings users to a mobile, interactive 360° experience, where they are shown the entire smuggling process, from capture to sale, and then back to the capture of new animals, an unending cycle of death. Users are also given the option to end the horror, and take a stand by changing the animals’ fate, which switches the experience to showcase a brighter future – a cycle of life.
“When WRS approached us, we didn’t just want to deliver another beautiful campaign. We wanted to tell the true story of the animal – one that captured the helplessness and despair they feel, and the brutality that goes on unchecked every single day. Together, the team found an idea that opened people’s eyes to the horror of the illegal wildlife trade,” Pei Pei Ng, ECD of Possible said.
“We’re proud to join the fight against illegal animal trafficking and to support WRS’ mission to protect biodiversity for future generations. When there are no boundaries, and everyone shares a common goal, creativity and collaboration can soar to new heights,” said Paul Soon, CEO, Possible.