Creative Execution

Ivory Lane's brand presence and visuals were carefully crafted to highlight the true cost of the ivory trade while selling the concept of luxury. Savannahs and African elephants were marketed together with editorial campaign images. To give the brand visibility and credibility, WWF worked with fashion media partners and social media influencers to spark public discussions around Ivory Lane. Following negative public reactions, Ivory Lane further stirred debate with a public statement by its fictitious founder defending the legality of Ivory Lane, adopting the same arguments as real ivory traders. Within 24 hours, the statement led to an uproar reported by local and regional media. Overnight, Ivory Lane became a mainstream conversation, creating debates about the legal issues surrounding local laws. Within a week, WWF-Singapore revealed its involvement behind the campaign. This hit global news headlines, turning attention from a fashion brand into a worldwide conversation: global ivory trade.

Ivory Lane's brand presence and visuals were carefully crafted to highlight the true cost of the ivory trade while selling the concept of luxury. Savannahs and African elephants were marketed together with editorial campaign images. To give the brand visibility and credibility, WWF worked with fashion media partners and social media influencers to spark public discussions around Ivory Lane. Following negative public reactions, Ivory Lane further stirred debate with a public statement by its fictitious founder defending the legality of Ivory Lane, adopting the same arguments as real ivory traders. Within 24 hours, the statement led to an uproar reported by local and regional media. Overnight, Ivory Lane became a mainstream conversation, creating debates about the legal issues surrounding local laws. Within a week, WWF-Singapore revealed its involvement behind the campaign. This hit global news headlines, turning attention from a fashion brand into a worldwide conversation: global ivory trade.

Most people in Singapore care about protecting wildlife but were not necessarily aware of the shortcomings in local laws that allowed the illicit ivory trade to continue. WWF's survey found that 50% of people in Singapore already think ivory has been banned in Singapore. In addition, only 8% of people are familiar with local laws on ivory. To address this perception gap, WWF need people to take notice. Working on the same legal premises as real ivory shops in Singapore, WWF created a completely legal ivory brand and online shop selling vintage ivory, Ivory Lane. The brand targeted audiences that were active and vocal on social media and, like most Singaporeans, shared a love for online shopping. Backed by an ambitious social media presence, attractive campaign images and a convincing brand story, Ivory Lane became a made-in-Singapore brand, the latest luxury accessory line to hit the world of fashion.