Background

Chimpanzee populations have declined by 80% in the last 25 years and will continue to decline by an additional 80% in the next 30-40 years. Chimpanzees have already disappeared from 4 African countries, and are nearing extinction in many others. So Jane Goodall Institute wants to raise people's awareness regarding this issue. The budget for the project is HK$50,000 and we try to reach our younger generation as much as possible in Hong Kong.

Describe the creative idea (40% of vote)

Jane Goodall Institute, as a global non-profit organization dedicated to wild life research and chimpanzee conservation, realize that time is running out for the chimpanzee. And they believe that positive change begins with the younger generation. They represent the future of our world, so inspiring them to make a difference is incredibly important. However, youngsters are tired of lengthy lecture, so we created “Chimpanic”, a simple and impactful illustration that could explain the current situation of chimpanzee without a word.

Describe the execution (40% of vote)

Collaborating with world-renowned artist, Edel Rodriguez, we created a powerful image that illustrates the urgency of the problem. Edel has made many remarkable masterpieces related to society and won public support and attention. With Edel’s unique drawing style, we come up with a simple yet impactful illustration which contains double meanings. The illustration is bringing up the message that once all the sand has run to the bottom, people could only find a screaming face of chimpanzee on this poster. The chimpanzee of course is the key element so we picked grey as the theme color, then black and white to illustrate the hourglass. This color tone helps to create a serious atmosphere since we are talking about a tragedy that needs everyone to solve urgently. We would like to spread this message all over Hong Kong as the first step to save the chimpanzee.

List the results (20% of vote)

We prepared 550 posters and spread all over Hong Kong, including 535 primary schools and 15 core cultural spaces like Hong Kong Science Museum, Hong Kong Cultural Centre, Hong Kong Zoological and Botanical Gardens etc., covering the education and leisure touchpoints of our younger generation to maximise the reach.