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Bear

Bear | PETA | Y&R
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basics
Industry: Public interest & Non-profit
Media:Outdoor
Published:Apr., 2017
Market:China
Language:Chinese
Style: Minimalism
descriptioncnen
PROBLEM
Tragically in China millions of endangered animals are killed to be sold as aphrodisiacs, as ingredients in traditional medicines, as gastronomic delicacies and for their beautiful fur.
INSIGHT
Ironically the same people who tend to be drawn to these outmoded and horrific practices are traditionalists when it comes to their Buddhist beliefs, including a belief in Karma.
IDEA
To encourage a rethink of the killing this campaign exposes this traditional cultural paradox, showing how Karma will outweigh a belief in borrowing from an animal’s intrinsic characteristics.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Illustrator:
Typographer:
Design:
Account Manager:
Other credit:General manager: Annie Boo
Chief Strategy Officer: Stephen Drummond
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Animal Health
Cannes Lions International Festival of Creativity 2017
Shortlist Outdoor
Illustration
Cannes Lions International Festival of Creativity 2017
Shortlist Outdoor
Charities & Non-profit
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