Campaign: Year of the Elephant

WPP company(s):
Grey London, Grey China, Ogilvy PR China and VML’s Teein


Grey London created WildAid’s Year of the Elephant to build on recent momentum and end the illegal ivory trade once and for all. The campaign, which launched alongside the Chinese New Year, encouraged anyone who cares about elephants to #JointheHerd by changing their social media profile photo at, or wish their followers a ‘Happy Year of the Elephant’ in Mandarin. It has been backed by a host of celebrities including Leonardo DiCaprio, Jackie Chan, Ellen DeGeneres, Sir Richard Branson, Yoko Ono, Lupita Nyong’o and Ricky Gervais.


  • 400m global impressions.
  • 37m views in China.
  • 2.2m interactions on Twitter and Instagram.
  • 15 - life on land
  • 17- partnerships