Campaign: Choose Life

WPP company:
Y&R Paris
Association for the Protection of Wild Animals (ASPAS)


"Y&R Paris’s campaign for ASPAS encourages people to protect animals not hunt them. At first glance, the image appears to show hunters with a kill but on closer inspection reveals two walkers, happy to have helped a mother give birth to a cub.

Results & Awards:

  • 1m people reached.
  • 45,000 reached on social media.
  • 15 - life on land