| Title | 8 MINUTE ANIMALS |
| Brand | WWF-TRAFFIC CHINA |
| Product / Service | WILDLIFE CONSERVATION |
| Category | A03. Ambient media: large scale |
| Entrant | OGILVY & MATHER SHANGHAI, CHINA |
| Entrant Company | OGILVY & MATHER SHANGHAI, CHINA |
| Advertising Agency | GEOMETRY GLOBAL Shanghai, CHINA |
| Advertising Agency 2 | OGILVY & MATHER SHANGHAI, CHINA |
| Production Company | PRO FILM Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Graham Fink | Ogilvy/Mather Advertising | Chief Creative Officer |
| Francis Wee | Ogilvy/Mather Advertising | Executive Creative Director |
| Sean Sim | Ogilvy/Mather Advertising Shanghai | Executive Creative Director |
| Eric Lum | Geometry Global Shanghai | Creative Director |
| Wang Xieda | James Cohan Gallery Shanghai | Artist |
| William Huen | Ogilvy/Mather Advertising Shanghai | Agency Producer |
| Selin Shen | Ogilvy/Mather Advertising Shanghai | Pr Manager |
| Camille Li | Ogilvy/Mather Advertising Shanghai | Account Coordinator |
| Joan Zheng | Geometry Global Shanghai | Copywriter |
The UN Environment Program reports every 8 minutes a wildlife species disappears from the world. This rapid rate of extinction is shocking. Illicit demand for wildlife products was also accelerating the extinction rate - especially for tigers, rhinos and elephants. WWF-TRAFFIC wanted to draw attention to these vanishing species in China, a country not know for wildlife conservation. The goal was to target the authorities - i.e. China State Forestry Administration to commit stronger action against the illegal wildlife trade. Doing a public large-scale ambient activity in China would definitely get the government's attention.
The water paintings of animals was relevant because they would evaporate in around 8-minutes under the sun. Much like the real animals that are rapidly disappearing around the world. You can see this happening right before your very eyes, thus driving home the sense of loss, and the message effectively, that Time is fast running out.
We got a contemporary Chinese artist to highlight the plight of the rapidly vanishing species. He specializes in drawing calligraphy paintings using water, on pavement. This style of painting is very much practiced in China, and is often found outdoors in parks and town squares. He took to the streets of Shanghai and created a series of ephemeral "8-minute animals", painted with water. This ambient direct marketing attracted public gatherings on the streets, which made the Chinese government pay close attention. The authorities saw the effect of the vanishing paintings and communicated directly with WWF-TRAFFIC their positive intentions.
The campaign launched on 7 September 2013. Six days later on 13 September, the China State Forestry Administration met with WWF-TRAFFIC in Beijing and said the "8 Minute Animals" captured their attention. The authorities expressed their commitment, and said they would table stronger actions and countermeasures in their 2014 National Agenda. This campaign met the goal set by WWF-TRAFFIC -- i.e. to get increased government support for its conservation efforts in China.