Cultural/Context information for the jury

FREELAND’s ultimate purpose is to transform human behavior to weaken wildlife trafficking. Thailand has widespread illegal trade in protected species and is one of the most lucrative illicit markets in the world. Taxidermied animal heads have gained popularity as a new hipster symbol. Artists, designers and celebrities decorate their havens to define their aesthetic appreciation of rare, unusual beauty. This has influenced a new belief among the mass, our target, who are not aware of the truth behind these decoration products. To provoke them, this ad with a visual of dead bodies of the most wanted and endangered Kashmir Red Stag, Kouprey and Serow reveals the unconsidered brutality behind the wall that killing one animal just to get the head to hang on the wall is like hanging their whole dead bodies behind the wall as well. This is a trophy of death and brutality.