The truth behind the wall

Freeland's ultimate purpose is to transform human behaviour to weaken wildlife trafficking. Thailand has a widespread illegal trade in protected species and is one of the most lucrative illicit markets in the world. Taxidermied animal heads have gained popularity as a new cult symbol of being a hipster. Artists, designers and celebrities decorate their havens to define their aesthetic appreciation of rare, unusual beauty. This has influenced a new belief among the masses, our target, who are not aware of the truth behind these decorative products. The objective of this campaign is to provoke mass awareness of such cruelty. Expose the unseen brutal truth. To weaken/disable wildlife trafficking, we needed to provoke a public who are unaware of the impact of embracing such trends and supporting wildlife products. This ad series aims to provoke the masses with a visual of dead bodies of the endangered Kashmir Red Stag, Kouprey and Serow, revealing the brutality behind the wall that killing one animal just to get the head to hang on the wall is like hanging their whole dead body behind the wall as well. This is a trophy of death and brutality.

The creative idea is to illustrate the ugly truth behind killing an animal. When one life is taken, it can hasten the species’ extinction. The ads were strategically displayed outdoor on digital billboards. After the campaign had launched on different communication mediums, the campaign awareness rose rapidly among the target consumers. Those who experienced or saw the campaign expressed their concern and interest to change their perception and action towards supporting home decoration made of endangered species. Consumers expressed their support for new legislation for harsher penalties for traffickers. Brand positioning of Freeland was strongly emphasized and recalled; consumers remember the Freeland brand and its position as an organization that weakens/disables wildlife trafficking.