December 2009

The actual glass in front of these posters was fractured as though a bullet had been shot through it. In the bullet hole is a coin suggesting that if you spend a cent on the illegal trade of endangered animals you may as well pull the trigger yourself.

Outdoor advertisment created by JWT, China for WildAid, within the category: Public Interest, NGO.

No buying. No selling. No slaughter.

Advertising Agency: JWT Shanghai, China
Executive Creative Directors: SheungYan Lo, Yang Yeo
Creative Directors: Grace Liu, Roy Yeo, Cecilia Zhu
Art Directors: Daisy Zeng, David Mo
Copywriter: Jun Qian
Digital Imaging: Xin He Imaging

Comments (12)

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Highest Rated

kurtberengeiger's picture
Activity Score 7318

The coin in the "bullet hole" adds an interesting, however subtle, layer.

germanhudders's picture
Activity Score 336

What's the copy??? the explanation is well and all, but if it has no copy people will doubtfully understand...

ivan's picture

I added the translation.

Srivatss N Iyer's picture
Srivatss N Iyer
Activity Score 121

True. I first felt it's about a TV that gives real life experience

tirthomitro's picture
Activity Score 2758

B A H!!

they showed me a picture & i laughed
dignity has never been photographed

Veerendra Moodi's picture
Veerendra Moodi
Activity Score 40


Veerendra Moodi

Marlus Lau's picture
Marlus Lau
Activity Score 1808

I think the link between shot and buying animals doesn't work.

silvi's picture
Activity Score 4172

No good enough for this site.

pitted prunes's picture
pitted prunes
Activity Score 216

a little far fetched. but could be great ambient.

bubblestheclownfish's picture
Activity Score 614

WRONG approach. You're dealing with a segment of society that really couldn't give a d@mn about whether or not the animal was killed - by one's own hands or anyone else's. It's a cultural thing, and though there are many Chinese who actually care about the animals, there are WAY more who don't - they only care about purported health benefits from gall bladders, fins and tusks. This campaign needs to hit from an emotional angle, not one "trying" to be clever. Only an emotive campaign that would put the viewer in the animal's skin (literally) or that makes the viewer connect with the animal and feel some pity and remorse will work - breaking through the clinical approach of animal harvesting. Undoing thousands of years of folkloric medicine is not an easy task, but this is not it.

btw - the Asiatic Bear is the one that gall bladders are bled from, not the Grizzly (Kodiak?) in the poster.

rolling.stone's picture
Activity Score 2741

they could have used tiger too

i must would have been a better option


~ Quite obviously, I have gathered no moss ! ~

mgriff21's picture
Activity Score 592

Simple and good.

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

kurtberengeiger's picture
Activity Score 7318

The coin in the "bullet hole" adds an interesting, however subtle, layer.