STOP THE SLAUGHTER

TitleSTOP THE SLAUGHTER
BrandINTERNATIONAL FUND FOR ANIMAL WELFARE
Product / ServiceANTI-WHALING
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantJWT Melbourne , AUSTRALIA
Entrant Company:JWT Melbourne, AUSTRALIA
Advertising Agency:JWT Melbourne, AUSTRALIA

Credits

Name Company Position
Erica Martin IFAW Vice President of Communications
Patrick Ramage IFAW Global Whale Program Director
Richard Muntz JWT Melbourne Executive Creative Director
Keith Nicolas JWT Melbourne Deputy Creative Director
Harsh Kapadia JWT Melbourne Creative
Chris Andrews JWT Melbourne Creative
Daniel King JWT Melbourne Director of Digital
Sherry Cheesman JWT Melbourne Agency Producer
Dave Wade JWT Melbourne Editor
Jesse McElroy JWT Sydney Editor
Justine Kubale JWT Melbourne Head of TVP
Anuj Mehra JWT Melbourne Planner
Phil Kenihan Front of House Sound Design
Kate Guest Iloura Motion Producer
Simon Bronson Iloura Motion Design
Thomas Puller Iloura Motion Design
Currie Communications PR Company
Laser Vision Production Company

Results and Effectiveness

On the morning of International Whaling Day all major news papers, radio stations and blogs covered the story with IFAW's Global Whale Program Director Patrick Ramage being interviewed. On a shoestring budget of $30000 we delivered the following media impact:- 240 minutes of radio airtime. 9 of 10 top newspapers covered the stunt. IFAW spokesperson leading the conversation internationally on anti-whaling day. 8.5 million Australians reached. 1 in 3 Australians inspired to save whales. Spike in visits to ifaw.org ifaw.org bounce rate reduced by 22.36%

Creative Execution

Sydney Harbour, Australia was our media channel to advertise the cruelty inflicted on the most awe-inspiring creatures of this planet. This would make the brutality and slaughter palpable for all Australians. It would get Australians to see the slaughter for themselves. The day before International Whaling day we released a 'doctored' viral video of a whale sighting in Sydney Harbour to get Sydney-siders excited about the prospect of a 'whale sighting'. We sunk a customised pump in the middle of Sydney harbour to replicate the blow (spray) of a whale and with the help of laser projectors and sounds of whale cries we brought to life the blood bath that takes place every year in the name of scientific research. The viral video got Australia talking about a whale sighting in Sydney Harbour, luring Australians into the campaign. The follow up act drove home the message of 'Stop the Slaughter'

Insights, Strategy and the Idea

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'. Killing a whale for scientific research is as ludicrous as building a coal-fired power station to examine greenhouse gases. 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. Out of sight is out of mind. The average human being probably never sees a whale in their lifetime. After all, you can't gaze at this giant creature through an aquarium glass window! Bring a whale to sight and you bring it top of mind. We would use the desire for 'whale-watching' to highlight the cruelty of 'whale-hunting'!