|Product / Service||WWF|
|Entrant||LEO 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|
|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/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|
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.
Help minimize illegal animal trading by demonstrating to people that with their assistance we could help to bring down entire poaching networks.
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.
This campaign has been picked up by publications globally and WWF are looking into running the work on a global scale.