Bronze Spike Campaign
Product / ServiceFREELAND
CategoryA10. Not-for-profit / Charity / Government
2 of 2 Campaign
Idea Creation OGILVY Bangkok, THAILAND
Production ILLUSION Bangkok, THAILAND


Name Company Position
Nopadol Srikieatikajohn Ogilvy Group Thailand Chairman
Wisit Lumsiricharoenchoke Ogilvy Group Thailand Group Executive Creative Director
Gumpon Laksanajinda Ogilvy Group Thailand Creative Director
Littichai Panitjaroen Ogilvy Group Thailand Creative Director
Peerawat Temsomboon Ogilvy Group Thailand Creative Group Head
Ittikron Kananont Ogilvy Group Thailand Senior Copywriter
Kris Spindler Ogilvy Group Thailand Senior English Copywriter
Khetsirin Tantrakul Ogilvy Group Thailand Account Manager
Sasipa Mongolnavin Ogilvy Group Thailand Strategy Planning Director
Kannika Mongkolrattanachart Ogilvy Group Thailand Print Producer
Illusion, Bangkok Bangkok Illusion, Bangkok
Illusion, Bangkok Illusion, Bangkok Photographer
Illusion, Bangkok Illusion, Bangkok Retoucher

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.