Flora For Fauna
By Geometry Hong Kong, Hong Kong
For Ministerio Medio Ambiente Colombia
Winner in category Health & Wellness
In subcategory Non-Profit-Traditional
Project Description
With an unexpected and exotic solution to a global problem, our integrated campaign redefined the limits of traditional wildlife conservation efforts.
The ecosystem we created, comprised of a provocative packaging design, in-store communications, social media content and highly targeted digital avenues, successfully co-opted Red Light channels to create lasting social, cultural, and environmental impact. It’s a wildlife protection campaign the likes of which has never been attempted.
The ecosystem we created, comprised of a provocative packaging design, in-store communications, social media content and highly targeted digital avenues, successfully co-opted Red Light channels to create lasting social, cultural, and environmental impact. It’s a wildlife protection campaign the likes of which has never been attempted.
Agency Solution
Our idea was to execute a simple swap: Flora for Fauna.
Camouflaging it as a “forbidden elixir”, we introduced China to the Colombian Chontaduro: A fruit so powerful it’s often compared to Viagra. Our mission was to co-opt the red light channels of southern China, and sneak in a powerful, non-harmful, and natural aphrodisiac into the Chinese market to challenge the status of the dominant illegal wildlife products.
NO ANIMAL SHOULD HAVE TO BE SACRIFICED IN THE NAME OF LOVE AND PASSION.
We created an ecosystem comprised of a provocative packaging design, in-store communications, social media and highly targeted digital channels to reach our target audience. We took the Chontaduro and used it to create a whole new brand. From naming to final packaging, every last detail of the design identity was crafted to co-opt the illegal aphrodisiac category’s look and feel. The style was inspired by the neons of the red light districts and establishments we infiltrated, where our competition, the traditional illegal aphrodisiacs, were directly challenged by our "new" sustainable alternative. We gave it a provocative Chinese name, She Shou Tao (Shooter’s Peach or Orgasmic Peach), and created new product formulations that blended into the channels we wanted to infiltrate: drink mixers for bars and night clubs, and rubbing oil and candles for saunas and massage parlours.
The pack artwork itself was conceived to dramatize the transformation of any man who tries Chontaduro, and the design of every product was
carefully crafted to mimic our illegal competition.
We used these exotic products to infiltrate the channels associated with illegal wildlife aphrodisiacs, and created digital buzz by placing
banners on escort websites, blogs and social media, reaching the porn stars and cam-girls who were popular in China and challenging our
competition (illegal aphrodisiacs) with a “new” traditional remedy.
Through this, we successfully attracted the attention of animal aphrodisiacs consumers, mainly
35+ year-old Chinese men who believe in Traditional Chinese Medicine and folk remedies that operate under the assumption that by eating an animal, you can acquire its characteristic strengths.
Camouflaging it as a “forbidden elixir”, we introduced China to the Colombian Chontaduro: A fruit so powerful it’s often compared to Viagra. Our mission was to co-opt the red light channels of southern China, and sneak in a powerful, non-harmful, and natural aphrodisiac into the Chinese market to challenge the status of the dominant illegal wildlife products.
NO ANIMAL SHOULD HAVE TO BE SACRIFICED IN THE NAME OF LOVE AND PASSION.
We created an ecosystem comprised of a provocative packaging design, in-store communications, social media and highly targeted digital channels to reach our target audience. We took the Chontaduro and used it to create a whole new brand. From naming to final packaging, every last detail of the design identity was crafted to co-opt the illegal aphrodisiac category’s look and feel. The style was inspired by the neons of the red light districts and establishments we infiltrated, where our competition, the traditional illegal aphrodisiacs, were directly challenged by our "new" sustainable alternative. We gave it a provocative Chinese name, She Shou Tao (Shooter’s Peach or Orgasmic Peach), and created new product formulations that blended into the channels we wanted to infiltrate: drink mixers for bars and night clubs, and rubbing oil and candles for saunas and massage parlours.
The pack artwork itself was conceived to dramatize the transformation of any man who tries Chontaduro, and the design of every product was
carefully crafted to mimic our illegal competition.
We used these exotic products to infiltrate the channels associated with illegal wildlife aphrodisiacs, and created digital buzz by placing
banners on escort websites, blogs and social media, reaching the porn stars and cam-girls who were popular in China and challenging our
competition (illegal aphrodisiacs) with a “new” traditional remedy.
Through this, we successfully attracted the attention of animal aphrodisiacs consumers, mainly
35+ year-old Chinese men who believe in Traditional Chinese Medicine and folk remedies that operate under the assumption that by eating an animal, you can acquire its characteristic strengths.