Title | TREE RINGS |
Brand | ACRES: ANIMAL CONCERNS RESEARCH & EDUCATION SOCIETY |
Product / Service | NATURE PRESERVATION |
Category | A02. Posters |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
Design/Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
NEIL JOHNSON | DDB SINGAPORE | CHIEF CREATIVE OFFICER |
JOJI JACOB | DDB SINGAPORE | CREATIVE EXECUTIVE DIRECTOR |
THOMAS YANG | DDB SINGAPORE | CREATIVE DIRECTOR |
KHAIRUL MONDZI | DDB SINGAPORE | COPYWRITER |
GARY LIM | DDB SINGAPORE | ART DIRECTOR |
AARON KOH | DDB SINGAPORE | ART DIRECTOR |
CHRIS NG | IMAGINARY FRIENDS | DIGITAL ARTIST |
ROWENA BHAGCHANDANI | DDB SINGAPORE | CHIEF CLIENT OFFICER |
Since animals are not able to speak for themselves, the destruction of their habitat leaves them suffering in silence. The objective was to highlight the responsibility people have in letting animal species thrive in their natural environment. In other words, we have a choice in keeping things the way Mother Nature intended them to be.
ACRES is an animal protection organisation that aims to create a caring and socially responsible society where animals are treated as sentient beings. The challenge was to raise awareness and educate the public on the plight of animal species due to human activity – mainly, the destruction of rainforests that serve as a natural habitat for wildlife to live in harmony.
The lives of animals revolve around their living space – the rainforest. In order to communicate this, we used a visual metaphor of tree rings. And as we all know, each ring followed by the one that lies in its outer core represents the ageing of a tree. By using animals to make up the rings, we communicate the idea that the more we let a tree grow, the more wildlife it can sustain. Hence, we should keep things the way they are and not simply let lifestyle choices destroy rainforests and dictate the lives of animals.
The posters garnered positive responses from the public. Although media placement was selective and minimal, it managed to make its way via word-of-mouth and even online, through forums and social media platforms. We even had people requesting for copies of the posters to be put up in schools and public spaces. It simply showed how good design can bring to light an even greater cause.