FRAGILE FRIENDS

TitleFRAGILE FRIENDS
BrandIFAW
Product / ServiceANIMAL WELFARE AWARENESS
CategoryB04. Publications & Brand collateral
EntrantCHEIL Beijing, CHINA
Entrant Company CHEIL Beijing, CHINA
Advertising Agency CHEIL Beijing, CHINA

Credits

Name Company Position
Jacky Lung Cheil China Executive Creative Director
Shengxiong Chen Cheil China Creative Director
Donghai Liu Cheil China Creative Director
Michael Sung Cheil China Art Director
Shengxiong Chen Cheil China Art Director
Dian Wang Cheil China Copywriter
Shawn Wu Cheil China Copywriter
Donghai Liu Cheil China Copywriter
Michael Sung Cheil China Designer
Jian Shi Cheil China Designer
Michael Sung Cheil China Illustrator
Snow Li Cheil China Account Supervisor
Xin Tan Cheil China Agency Producer
Jacky Lung Cheil China Art Director

Brief Explanation

According to the UN, every 20 minutes, an animal species disappears forever. One quarter of mammals today are in danger of extinction…If we do not take action today, our kids may not be able to see them tomorrow. IFAW wants to let people know about this cruel fact and take action.

The Brief

IFAW was founded in 1969. It carries out projects in more than 40 countries, including individual animal rescuing, animal species and habitat protection. IFAW actively advocates to protect animal species and quantities by reducing overhunting and abuse of animals.

How the final design was conceived

We found it’s harder to change existing opinions of adults, and to cultivate children’ sense of animal protection is easier and more effective. So, we chose children’s favorite way of communication, designed a picture book – Fragile Friends. On each page, face of the extinct animals is partly hollowed out. And through overlapping, they share one fragile logo as their nose. The children learn that “Animals Are Fragile” through lively teaching. The children taught the parents not to eat venison, nor to purchase fur and wildlife products by their children.

Indication of how successful the outcome was in the market

Over 10,000 children realized this point of view“Animals Are Fragile”through lively teaching, their awareness of animal protection is raised. And they become the ambassador and life protector of these endangered animals. The parents are advised not eat venison, nor by fur and animal products by their children. The children became the teachers this time.