2014 Winners & Shortlists

Brief Explanation

Dubai is a consumerist nation. Although people know about this grotesque practise, they often forget about it. The main objective of the campaign was to serve as a reminder to the people about this punishing cartel of animal exploitation and wildlife trade.

The Brief

Every year millions of animals become a part of this punishing cartel of wildlife trade. They are shot, beaten to death or even skinned while their hearts are still beating. All this only to be processed into fashion products that decorate the glossy uptown retail displays. Sanctuary Asia wanted to reach out to the young and impressionable minds of Dubai, our task was to throw light on the issue of animal exploitation in a way that was both striking and informative.

How the final design was conceived

We created a disruptive activation using the most powerful expression: Art. We collaborated with a talented sculptor and created intricately designed sculptures of popular fashion products like handbag, hat and jewellery. These sculptures were designed in a special way. When light from a gallery lamp hits the sculpture, the shadow thus formed is that of the animal abused to manufacture the particular product.

Indication of how successful the outcome was in the market

RESULTS (10 days from the launch of the campaign) - 2564 people pledged their support by following the Sanctuary Asia page. - 6431 people talked about the campaign on the Facebook network. - Several animal welfare organisations shared the 'Wear No Animals' story.