ANIMAL REAL ESTATE

TitleANIMAL REAL ESTATE
ClientANIMAL REAL ESTATE
Product / ServiceANIMAL REAL ESTATE
CategoryB03. Use of Print / Outdoor
EntrantBBDO LANKA Colombo, SRI LANKA
Idea Creation BBDO LANKA Colombo, SRI LANKA
Media Placement SPLENDOR MEDIA Colombo, SRI LANKA
Media Placement 2 NEXTAGE Colombo, SRI LANKA
Production BBDO LANKA Colombo, SRI LANKA

The Campaign

We based our idea on the following facts: Sri Lanka is home to over 5500 wild Asian elephants – the highest wild elephant density in Asia and over 10% of the global population. Approx 12% of land designated as Protected areas in SL, half that population ranges in areas outside designated protected areas. On average, annually, 270 elephants died as a consequence of human-elephant conflict. Leopards get poisoned or noosed when they come into contact with humans or start to prey on domestic dogs, livestock etc. Waters of Sri Lanka are one of the busiest shipping lanes in the world. This inevitably leads to collisions between the whales and ships leading to countless fatalities. Habitat change and loss of home range areas and arboreal paths, loss of important food trees and loss of important sleeping trees drivers the conflict between humans and the endangered purple-faced monkeys.

Creative Execution

Inspired by crowded classified real estate advertisements, we created small-sized Land Wanted Ads on behalf of the animals showcasing paintings of endangered animals crammed into small spaces. We strategically placed them in the local real estate classifieds section to highlight the problem of crammed spaces due to human land encroachment. We choose the most popular and largest weekend classifieds papers of Sri Lanka- The HitAds. To ensure that our animal real estate ads were noticed by all. We then collaborated with local artists, to depict their take on this conflict. Their paintings were displayed and sold at a public auction to raise awareness and funds. The Ads were scheduled for news print on the most read classifieds sections over 3 weekends, the exhibition was held over two days and at the end of which the auction was aimed to kick-start a fundraising spree for WNPS.

With a minuscule budget WNPS raised Rs.130,000+ in a single evening. The largest amount they have managed so quickly. The Campaign has kick-started one of the most successful fund raising sprees for the WNPS conservation efforts The funds were used in legal battles against illegal land encroachers in Wilpattu and Udawalawe National Parks The campaign increased awareness and has generated an ongoing debate around the Human - Wildlife Conflict

Taking inspiration from crowded classified real estate advertisements, we created small sized Land Wanted Ads on behalf of animals. We strategically placed them in the local real estate classifieds section to highlight the problem of limited crammed spaces for our endangered species. Thus we used the same space in an age-old media format to address the Human-Wildlife conflict and raise a voice for animals who do not have the opportunity to speak for themselves.

Insights, Strategy and the Idea

We addressed the core of the problem- the fight for Limited ‘Real Estate’ between humans & animals. Since land is in high demand, and there are hundreds of people going through real estate classifieds every day, we were able to address the topic of land shortage for wild animals to a wide audience whose mindset is already focussed on the subject of real estate. To create maximum effect from the minuscule budget we placed our tiny ads in the most viewed real estate medium, newspaper classifieds. We choose the most popular and largest weekend classifieds papers of Sri Lanka- The HitAds. To ensure that our animal real estate ads were noticed by all. Our tiny cramped up ads sparked a big surprise and generated a conversation that brought much-needed attention to the Human-Wildlife Conflict and initiated one of the most successful a fundraisers.

Credits

Name Company Position
Ruchi Sharma BBDO LANKA Creative Chairperson
Chanuka Wijayasinghe BBDO LANKA Associated Creative Director
Shamir Hussain BBDO LANKA Associated Creative Director
Keshan Silva BBDO LANKA Art Director
Akila Harrison BBDO LANKA Art Director
Rogger Kenneth BBDO LANKA Senior Art Director
Ameya Mone BBDO LANKA Senior Copy Writer
Laungston Costa BBDO LANKA Production Manager
Kasun/Rukshan/Ranga Xten Production editor/sound engineer
Lambodran Ramanan BBDO LANKA Junior Account Executive
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