2014 Winners & Shortlists

The Brief

Sanctuary Asia wanted to reach out to the young and impressionable minds of the region and sensitize them against animal cruelty. The objective was to throw light on the issue of animal exploitation in a way that was both striking and informative.

Creative Execution

As an organisation for Animal Conservation, the key agenda at Sanctuary Asia is to stop animal exploitation. Dubai is a consumerist market and consumes a great volume of fashion products that are manufactured by abusing animals. The factors were conducive for an intervention like this, to inspire young shoppers against wildlife trade.

Describe the creative solution to the brief/objective.

Wear No Animals- An activation platform that showcases intricately designed sculptures of popular fashion accessories in malls, galleries, schools and office atriums. These sculptures were designed in a way to cast a shadow of the animal that was abused to create the particular fashion product. Using this novel medium, the viewers were then directed to Sanctuary Asia’s Facebook page that hosts more information about this grotesque practice.

Results

Results within 10 days of the launch: - 2564 people pledge their support by following the Sanctuary Asia page. - 6431 people were talking about the new campaign on the Facebook network. - Several animal welfare organisations shared the 'Wear No Animal' story.