China Environmental Protection Foundation: Nature’s Giving Up

China Environmental Protection Foundation - Nature's Giving Up

Humans are destroying natural habitats and the animals have had enough. At least that’s what the China Environmental Protection Foundation and Ogilvy & Mather (Hong Kong) want us to believe.

An advertising campaign has been created that shows animals committing suicide. Like many public awareness / charity campaigns – it’s controversial and has been developed to get people talking about the issue. What do you think of the visuals below?

Bird
Bird

Mice

Rabbit
Rabbit

Agency credit to: Ogilvy & Mather (Hong Kong)
Executive Creative Directors: Simon Handford, Sandy Chan
Associate CD/Copywriter: Richard Sorensen
Creative Director: Alvin Lim
Art Directors: Alvin Lim, Sonny Tjahjadi, Jason Pan, Chika Tsang
Photographer: Joe Lam
Retouchers: Janis Ng, Joe Lam
Client Team Director: Tak Chi Lee
Account Team: Paul Lam

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  • MassiveBender

    I’m not too sure about the effectiveness of this ad. Whilst it might seem a massive oversimplification, from several of the previous articles on the chinasmack ad section it seems that using subtlety is fruitless in Chinese advertising and this advertisement, I think, is overly stylised by western standards not to mention Chinese. Perhaps if it’s intended for use in Hong Kong but I think on the mainland it will go over most people’s heads. Also these stylised ads are better suited to private companies who are trying to appeal to a certain young, educated, professional audience rather than public bodies who normally strive for more mass appeal. The stylistic use of nostalgia: the old mini type car, the rotary phone; are also things that would appeal to the retro- pretensions of westerners and not Chinese; have you ever seen a car in China made before 1985? I think a better ad would have used some ‘celebrity’ animals, particularly a panda; some b-list animals could be a tiger or river dolphin.

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