Case Study96 Elephantsnoir • psa

Challenge

HELP RAISE AWARENESS TO THE PLIGHT OF THE AFRICAN ELEPHANT, A SPECIES BEING DRIVEN TO EXTINCTION THROUGH POACHING AND THE IVORY TRADE AT LARGE.

Juniper Solution

LOOKING TO CONTINUE THE MOMENTUM OF THE PREVIOUS YEAR’S “TAKE A STAND” CAMPAIGN, WILDLIFE CONSERVATION SOCIETY TABBED JUNIPER JONES TO TAKE ITS NEW CALL TO ACTION – “FIGHT THE CRIME” – TO THE NEXT LEVEL!

BY PLACING THE CRIME SCENE WITHIN THE UBIQUITOUS VISUAL LANGUAGE OF A WEEKNIGHT CRIME DRAMA, WE AIMED TO CLOSE THE GAP BETWEEN THE MASSES AT HOME AND THE ACTUAL SCENE OF THESE ATROCITIES. WE TABBED “?” (OF “? AND THE MYSTERIANS” FAME) TO ADD A CUSTOM COVER OF HIS 1966 GARAGE ROCK CLASSIC “96 TEARS,” TEAMING UP WITH OUR FRIENDS AT BANG TO SUPPLY JUST THE RIGHT EERY SENSE OF DREAD. THE CAMPAIGN PROVIDED A FRAMEWORK FOR INTERACTIVE ACTIVATIONS AROUND THE WORLD, MOBILIZING PEOPLE TO SPREAD THE MESSAGE THROUGH SOCIAL MEDIA.

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