RHINO

Bronze Spike Campaign
TitleRHINO
ClientWWF
Product/ServiceWWF
CategoryA01. Posters
1 of 3 Campaign
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Media Agency STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA
Production Company ILLUSION Bangkok, THAILAND

Brief Explanation

We needed to highlight the depth, complexity & fragility of the illegal animal trade networks, and empower the viewer to feel that a little bit of help from them could bring down entire illegal organisations.

The Brief

Help minimize illegal animal trading by demonstrating to people that with their assistance we could help to bring down entire poaching networks.

How the final design was conceived

We created a poachers pyramid, with characters stacked precariously on each other's shoulders. We wanted the characters to look very true to life but not photo real, to almost feel like a computer game so that the toppling felt entirely possible. The 3D modeling helped to turn our layers of people into figurine-type characters, which in turn demonstrated the fragility of their position in the human poaching pyramid. It enabled us to create incredibly detailed, accurate and true to life characters whilst also capturing haunting, timeless expressions.

Indication of how successful the outcome was in the market

This campaign has been picked up by publications globally and WWF are looking into running the work on a global scale.

Credits

Name Company Position
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Brendan Donnelly Leo Burnett Sydney Creative
Guy Futcher Leo Burnett Sydney Creative
John/Henry Pajak Leo Burnett Sydney Concept Illustrator
Surachai Puthikulangkura Illusion Photographer
Surachai Puthikulangkura/Supach Ai U/Rairat Illustion Illustrator
Somsak Pairew/Kitidej Rattanasuvansri Illustion Production
Jason Young Leo Burnett Sydney Typographer
Jeremy Devilliers Leo Burnett Sydney Executive Print Producer
Holly Cracknell Leo Burnett Sydney Business Director
Rosie Carey Leo Burnett Sydney Senior Business Manager