This is actually a sensitive print advertisement campaign to create awareness about the need to conserve wildlife and animals that are increasingly becoming extinct due to deforestation. The campaign was launched by Greenpeace in China. The campaign aims at attacking on the use wooden furniture for luxurious life-style that causes not only depletion of forests but animals as well. The advertisements are showing different wooden furniture and blood is seeping out of them, depicting how it resulted in killing animals.
The most interesting part is that a price tag attached to each of the bleeding furniture that outlines what cost nature paid to make furniture. The presentation of the advertisements is quite simple and straight that effortlessly conveying its message across. However, the concept of price tag adds a punch to the advertisement to make it more effective.
The copy of the ad reads, ‘96.00: The estimated number of orangutans sentenced to death every week, so that we can enjoy new furniture and flooring. What’s the real rice of illegally logging the Asian rainforest?’ The campaign was developed by Ogilvy, Beijing, China.
