| Title | THE 3D ELEPHANT PETITION |
| Brand | WORLD ANIMAL PROTECTION |
| Product/Service | ANIMAL WELFARE ORGANIZATION |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
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FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Production Company
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MINIVEGAS Amsterdam, THE NETHERLANDS
|
Credits
| Tim De Waard |
FHV BBDO |
Copywriter |
| Daniel Samama |
FHV BBDO |
Art Director |
| Mark Muller |
FHV BBDO |
Creative Director |
| Martin Cornelissen |
FHV BBDO |
Creative Director |
| Derk Van Beek |
FHV BBDO |
Strategy Manager |
| Vincent Seeber |
FHV BBDO |
Strategy Executive |
| Eke Rog |
FHV BBDO |
Client Services Director |
| Niki Lodder |
FHV BBDO |
Account Manager |
| Ellen Visée |
FHV BBDO |
Account Manager |
| Hans Dekker |
FHV BBDO |
Online Producer |
| Carien Van Leeuwen |
FHV BBDO |
Online Producer |
| Bas De Graaf |
FHV BBDO |
Design Director |
| Nicole Clerc |
FHV BBDO |
Designer |
| Esmee Lechner |
FHV BBDO |
Interactive Designer |
| Dean Refos |
FHV BBDO |
Video Animation |
| Joris Van Tubergen |
Rooie Joris |
3d Printing Specialist |
| Dolf Veenvliet |
Macouno |
Designer |
| Marcel Kremer |
Mont Blanc |
Graphic Producer |
| Bert Hagendoorn |
|
Pr Manager |
| Lot Bosch Van Drakenstein |
|
Pr Manager |
The Brief
Every year, thousands of young elephants are illegally captured, cruelly trained and sold to the tourism industry. Tourists riding an elephant on their holiday are unaware of this suffering. To raise awareness and help reduce demand for elephant rides, Word Animal Protection started a petition you could sign by pledging never to ride an elephant.
How could we make sure this petition would get the attention it deserves? And how could we get travellers to sign it?
Describe how the promotion developed from concept to implementation
We created a highly impactful, visual and innovative petition. A petition in the shape of a life-sized elephant, printed by five custom-built 3D printers. By signing the petition, you activated the printers to add another piece to the elephant, and embed your name in its skin!
To ensure visibility we built our elephant at a spot where tens of thousands of travellers pass every day: the national airport.
Describe the success of the promotion with both client and consumer including some quantifiable results
In just three weeks, more than 30,000 people signed the petition. This exceeded our initial goal of 20,000 petitioners. Our 3D printed elephant received national and international press coverage, raising awareness for the cruelty inflicted on elephants in the tourism industry. In total the campaign had an earned media reach of approximately 8,6 million people.
We then used the 3D Elephant Petition to persuade travel organisations to stop offering elephant rides. Sixteen of the biggest travel organisations agreed, resulting in 29.000 fewer elephant rides expected to be booked this year.
Explain why the method of promotion was most relevant to the product or service
People could sign the petition at a specially developed microsite. When people added their name, they saw their personal piece of material being added to the printers. All the names were printed on the skin of the elephant. Through social media, participants could encourage their friends to help build the elephant. Visitors could follow the printing progress 24/7 through three live cameras.
The project caught people's attention and interest. It sparked conversation about the problem among travelers. The elephant became a physical representation of all the people who supported the petition and a clear signal to the travel industry.