|Title||STAMPS AGAINST ANIMAL TRAFFICKING|
|Product / Service||ANIMAL CHARITY|
|Category||A04. Best Use of Ambient Media: Small Scale|
|Entrant||PUBLICIS SINGAPORE, SINGAPORE|
|Entrant Company||PUBLICIS SINGAPORE, SINGAPORE|
|Advertising Agency||PUBLICIS SINGAPORE, SINGAPORE|
|Advertising Agency 2||SINGAPORE POST Singapore, SINGAPORE|
|Getty Images||Getty Images||Art Buyer|
|Evan Lim||The Rabbit Hole||Digital Imaging Artist|
|Lynn Cheng||Publicis Singapore||Producer|
|Dunstan Lee||Publicis Singapore||Copywriter|
|Xiulu Chua||Publicis Singapore||Art Director|
|Ziwei Tan||Publicis Singapore||Art Director|
|Kris Ng||Publicis Singapore||Associate Creative Director|
|Ajay Vikram||Publicis Singapore||Chief Creative Officer|
|Erik Vervroegen||Publicis World Wide||World Wide Creative Director|
The stamps were very well-received by recipients, with requests for additional copies. People who received the stamps, whether through ACRES or by mail, wanted to find out more about the trafficking issue. Traffic to the website also increased during the campaign period.
To dramatise the suffering of the animals, we needed a space that was cramped. A stamp was the solution. Furthermore, stamps travel across countries, just like animals which are trafficked, making it the perfect media space to reinforce our message.
Illegal cross-border wildlife trafficking remains a serious issue worldwide, fuelled by rising affluence and demand for animal parts and exotic pets. A part of the cruel trafficking process is transportation, when smugglers brutally cramp them into small, dark spaces to avoid detection. Up to 60% of these animals die in the cruel process of trafficking. ACRES (Animal Concerns Research & Education Society) wanted to draw attention to this trafficking problem. Our target audience had little or no knowledge about this problem. So the strategy was to find a simple, surprising way to convey their suffering. We decided to highlight the cruel transportation method. The idea is to show this on stamps, a media that also traversed borders.