Title	SPOKESANIMAL
Brand	HUAXIA ANIMAL PROTECTION FOUNDATION
Product / Service	ANIMAL PROTECTION FOUNDATION
Category	A03. Best Use of Live Events, Stunt and/or Celebrity Endorsement
Entrant	DDB CHINA GROUP Shanghai, CHINA
Entrant Company:	DDB CHINA GROUP Shanghai, CHINA
PR/Advertising Agency:	DDB CHINA GROUP Shanghai, CHINA

Credits

Name	Company	Position
Michael Dee	DDB China Group	Chief Creative officer
Victor Ng	DDB China Group	Executive Creative Director
Jody Xiong	DDB China Group	Creative Director
Victor Ng, Jason Jin	DDB China Group	Copywriter
Jody Xiong,Cong Ding, Jack Xuan	DDB China Group	Art Director
Jody Xiong	DDB China Group	Illustrator
Jody Xiong	DDB China Group	Designer
Jody Xiong	DDB China Group	Typographer
Jenny Liu	DDB China Group	Planner
George Ooi, Rico Zhang	DDB China Group	Agency Producer
James Chen	DDB China Group	Print Production Director
Chongwen Zhu	Happy film	Production House Producer
Keno Zhao	Refine Images	Photographer
Qingsong Liang	Happy film	Director
Qiu Bo		Director

The Campaign

Every year in China, 73 million sharks are decapitated to make shark fin soup. Almost 800 million minks are skinned alive for their fur. Over 10,000 bears are disemboweled for their gall bladders, to be made into Chinese medicine. But you couldn’t have heard them. Because while there have been campaigns to raise awareness, they have mostly fallen on the deaf ears of governments, trade industries and the public. We say enough is enough. We needed a powerful voice to speak up and sound off their cry for help. A spokesperson that simply cannot be ignored.

The Brief

Help millions of others suffering in silence

Results

Public awareness of wildlife conservation in China raised by 56%. 79% of consumers interviewed indicated they would stop buying animal-cruel products.

Execution

We spent three months training three parrots for this task. We taught them how to stand in front of a microphone and speak up for those animals who couldn’t do so themselves. We then took our message directly to point-of-sale locations of animal-cruelty products -- A shark’s fin restaurant, a fur and leather fashion store, and a traditional Chinese medicine store. Our spokes-animals even got on the phone with leaders of government departments and trade industries.

The Situation

Because while there have been campaigns to raise awareness, they have mostly fallen on the deaf ears of governments, trade industries and the public. We then took our message directly to point-of-sale locations of animal-cruelty products.

The Strategy

We say enough is enough. We needed a powerful voice to speak up and sound off their cry for help. A spokesperson that simply cannot be ignored.