MEMOIRS OF A MINKE WHALE

TitleMEMOIRS OF A MINKE WHALE
ClientSEA SHEPHERD
Product/ServiceANTI-WHALING
CategoryA02. Posters
EntrantBBDO SINGAPORE, SINGAPORE
Entrant Company BBDO SINGAPORE, SINGAPORE
Advertising Agency BBDO SINGAPORE, SINGAPORE

Brief Explanation

The challenge was to communicate the issue of indiscriminate minke whale extermination engagingly in an expo that had over a 100 booths displaying various diving paraphernalia.

The Brief

This year, in the name of scientific research, Japanese whalers exterminated 103 Antarctic minke whales. Using high-tech fragmentation harpoons with grenades at the ends of them. The Sea Shepherd Conservation Society wanted a poster that would draw public attention to this inhumane whaling practice. The posters were meant to be displayed at the Asian Dive Expo held between April 19-21 in Singapore.

How the final design was conceived

We were inspired by old Japanese illustrations of chopped up whale parts which we felt symbolized the Japan's inhumane whaling practices. We used the metaphor of the chopped whale to represent the outcome of an exploding harpoon blowing what once was a magnificent creature to bits.

Indication of how successful the outcome was in the market

The design created sympathy for the minke whales and an awareness of Japan's whaling practices. Over 500 people visited the Sea Shepherd booth over the 3 days and were made aware of this brutal practice.

Credits

Name Company Position
Fiona Huang Bbdo/Proximity Singapore Pte Ltd Account Manager
Leng Huat Lee Bbdo/Proximity Singapore Pte Ltd Typographer
Leng Huat Lee Bbdo/Proximity Singapore Pte Ltd Illustrator
Ravi Eshwar Bbdo/Proximity Singapore Pte Ltd Copywriter
Oguzcan Kaganoguzbeyoglu Bbdo/Proximity Singapore Pte Ltd Art Director
Leng Huat Lee Bbdo/Proximity Singapore Pte Ltd Art Director
Ravi Eshwar Bbdo/Proximity Singapore Pte Ltd Creative Director
Ronald Ng Bbdo/Proximity Singapore Pte Ltd Chief Creative Officer