Save the Rhino: Springbok

Nothing we will ever bring them back.

Advertising Agency: Stick, Johannesburg, South Africa
Creative Directors: Mike Ellman-Brown, Darryl Cowling
Art Director: Jonathan Wolberg
Copywriter: Mike Ellman-Brown
Photographer: Jonathan Wolberg / Stock images
Retoucher: Rob Frew

January 2011


lessismore's picture
251 pencils

S(t)ick… :)

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

At least they got the logo placement right.

Shahvan's picture
16 pencils

interesting concept. The copy could use some reworking though. Maybe something to the effect of, 'Not everything has a substitute.' might work better.

suresh90's picture
620 pencils

could have used real belt rather than doing in photoshop :)

CuriousPencil's picture
4225 pencils

Like it a lot. The copy's precisely where it needs to be, saying just what it says, exactly as it does.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

I disagree. Rhino's aren't even gone yet. I don't like this campaign and don't really understand why you guys do.

CuriousPencil's picture
4225 pencils

Call it preventive awareness advertising. "Rhino[]s aren't even gone yet" IS THE POINT: they're not gone, so it's up to people to make sure it stays that way. If we do drive them to extinction, no amount of tinkering with nature - be it in the lighthearted way shown here, or on some genetic level - will reverse that extinction.

Why do I like the campaign? Because it's a thoughtful way of spotlighting the plight of the species, with no violin soundtrack and no slash&hack closeups of rhino butchered for their horns. Because it's written clearly and cleverly: "Nothing we do will bring them back" would have said it but "Nothing we do will EVER bring them back" turns the tagline into a headkicking roundhouse. Because their attention to detail shows the rhino-mask with 2 horns, not one. And because all of this comes together in a powerful campaign that communicates very quickly and very loudly.

If you still don't understand why I like it then I have just explained my thinking to you for the [very] last time.

Tarquin Biscuitbarrel's picture
Tarquin Biscuit...
18 pencils

I agree with Curious Pencil 100% - I got the ad really quickly and I think it's lovely. Simple, effective, insightful.

Sorry Jack, I find a lot of your comments to be pretty much...well...wrong.

morse's picture
17002 pencils

I like the campaign a lot.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

My_friend_Goo's picture
292 pencils

I was just thinking it

CuriousPencil's picture
4225 pencils

You've seen what, animals with accessories? Your link is irrelevant: it's not for the same species, it's not for the same subject, it's not in the same category. You're crying wolf on this if you think it's a ripoff, an unfair thing to do.

mdb1974's picture
411 pencils

A: It's poorly executed.

B: This is horrible imagery considering that poachers cut the horns off rhinos with chain saw.

Boxey's picture
8881 pencils

I agree with CuriousPencil on the copy. When I read it I realized that rhinos aren't gone yet. The copy doesn't say they are. Rather, it says that if we don't save them, then nothing we do will bring them back once they're gone. That said, I think the campaign is okay--not great.

Sad Fish's picture
Sad Fish
18 pencils

This is my favourite rip-off.

CuriousPencil's picture
4225 pencils

Of what? Please supply link to the ad that you think this campaign ripped off.

luispiter's picture
2756 pencils

wow.. i love it

Roshan Quintus's picture
Roshan Quintus
667 pencils

I like. it works for me.

bite me

kleenex's picture
40270 pencils

Great ad idea.

Hibon's picture
3734 pencils

great... it works and it's creative. SO PLEASE SAVE THE RHINO

Simple ideas are the best !

Sdb's picture
1362 pencils

NEEDED a simple copy..

Muhammad Saleem's picture
Muhammad Saleem
48 pencils

great idea....


jackblack's picture
2342 pencils

Done. Old.

sintra's picture
699 pencils

Nice idea

Tarquin Biscuitbarrel's picture
Tarquin Biscuit...
18 pencils

I absolutely agree with Curious Pencil. I got it just from glancing at the thumbnail. Sorry Jack, but I frankly disagree with a lot of your comments.'s picture
77 pencils

not good/bad

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