Title | MINKE/SANCTUARY/SEI |
Brand | INTERNATIONAL FUND FOR ANIMAL WELFARE |
Product / Service | ANTI-WHALING |
Category | A02. Posters |
Entrant | JWT Melbourne , AUSTRALIA |
Entrant Company: | JWT Melbourne, AUSTRALIA |
Design/Advertising Agency: | JWT Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Richard Muntz | JWT Melbourne | Executive Creative Director |
Keith Nicolas | JWT Melbourne | Deputy Creative Director |
Harsh Kapadia | JWT Melbourne | Creative |
Chris Andrews | JWT Melbourne | Creative |
Josh Armstrong | JWT Melbourne | Creative |
Darren Evans | JWT Melbourne | Typographer |
Michael Travers | JWT Melbourne | Agency Producer |
Daniel King | JWT Melbourne | Account Supervisor |
Anuj Mehra | JWT Melbourne | Planner |
Erica Martin | IFAW | Vice President of Communications |
Patrick Ramage | IFAW | Global Whale Program Director |
Tom Bagshaw | Central Illustration Agency | Illustrator |
Ben Cox | Central Illustration Agency | Producer |
Achieving our objective was not going to be easy. The average Joe does not get to see a whale in his lifetime and therefore understandably finds it difficult to feel the pain that whaling inflicts on these gentle giants of the sea. The challenge for our posters was to make the viewer feel anger and hate towards whaling and not just mere sympathy for the whales.
Commercial whaling was banned in 1986. Yet, whales face more threats today than at any other time in history. Whaling nations - led by Japan, continue to kill thousands of endangered whales in the name of 'scientific research'. Our client, IFAW was keen to put an end to this sham. We were tasked with the objective of garnering mass support and opinion against the inhumane act of whale-hunting.
Killing a whale for scientific research is as ludicrous as building a coal-fired power station to examine greenhouse gases. Our design needed to amplifies the ridiculousness of whale-hunting in the name of scientific research and place it in stark contrast to the grace and magnetism of these gentle giants. We wanted the images to speak to the insanity of the perpetrators, without showing the obvious brutality of whale killing.
The campaign has already received a great response from IFAW's global offices and the campaign has been made available for use to other countries to help protect whales around the world. The posters have been seen by many as art rather than advertising.