CUT A TREE. KILL A LIFE - TAPIR

Bronze Spike
TitleCUT A TREE. KILL A LIFE - TAPIR
ClientMALAYSIAN NATURE SOCIETY
Product / ServiceBELUM-TEMENGOR RAINFOREST
CategoryC03. Illustration
EntrantY&R MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Advertising Agency Y&R MALAYSIA Kuala Lumpur, MALAYSIA

Brief Explanation

Since 1950, Malaysia has lost more than half of its natural rainforest. Belum-Temengor is 130 million years old (older than the Amazon) is continueously being logged, and as a result many endangered animals die. We need to stop deforestation to save Malaysia’s endangered animals from extinction.

The Brief

The Malaysian Nature Society (MNS) is Malaysia’s largest and oldest non-government environment organisation. It protects, manages and conserves Malaysia’s natural heritage and its rich biological diversity.

How the final design was conceived

To raise awareness on the effects of deforstation on wildlife, we create a series of posters to reveal the brutality everytime we cut a tree. These illustrations expose the vulnerability of Malaysia’s most endangered animals, featuring the Malaysian Tapir, the critically endangered Sumatran Rhino, the reclusive Hornbill and some rare freshwater fishes. We also silkscreened these designs onto recycled paper for a naturally raw and tactile feel. This hand crafted technique also ensures that every print is unique and different.

Indication of how successful the outcome was in the market

Since the campaign’s launch, MNS has reported an increase in members and volunteers. As the campaign is still in its early stages, donations figures are currently being tabulated.

Credits

Name Company Position
Gigi Lee Y&R Malaysia Executive Creative Director
Joshua Tay Y&R Malaysia Creative Director
Law Kok Yew/Joshua Tay/Gigi Lee Y&R Malaysia Art Director
Wilcox Yap Y&R Malaysia Copywriter
Law Kok Yew/Nicholas Siew Y&R Malaysia Designer
Law Kok Yew/Nicholas Siew Y&R Malaysia Illustrator
Law Kok Yew/Nicholas Siew Y&R Malaysia Typographer
TL Tan Y&R Malaysia Art Buyer
Eliza Wong Y&R Malaysia Account Supervisor
Oo Cheing Tam/Cue Art & Design Associates Print Maker
Andrew J. Sebastian Malaysian Nature Society Advertiser Supervisor