Agency Network: 
January 2011

Print advertisment created by Stick, South Africa for Save the Rhino, within the category: Public Interest, NGO.

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

Comments (26)

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lessismore's picture
Activity Score 251

S(t)ick… :)

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

At least they got the logo placement right.

Shahvan's picture
Activity Score 16

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
Activity Score 620

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

CuriousPencil's picture
Activity Score 4225

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
Activity Score 6992

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
Activity Score 4225

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...
Activity Score 18

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
Activity Score 18006

I like the campaign a lot.

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

My_friend_Goo's picture
Activity Score 292

I was just thinking it

CuriousPencil's picture
Activity Score 4225

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
Activity Score 411

A: It's poorly executed.

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

Boxey's picture
Activity Score 8881

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
Activity Score 18

This is my favourite rip-off.

CuriousPencil's picture
Activity Score 4225

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

luispiter's picture
Activity Score 2756

wow.. i love it

Roshan Quintus's picture
Roshan Quintus
Activity Score 667

I like. it works for me.

bite me

kleenex's picture
Activity Score 49042

Great ad idea.

Hibon's picture
Activity Score 3736

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

Simple ideas are the best !

Sdb's picture
Activity Score 1362

NEEDED a simple copy..

Muhammad Saleem's picture
Muhammad Saleem
Activity Score 48

great idea....


jackblack's picture
Activity Score 2357

Done. Old.

sintra's picture
Activity Score 699

Nice idea

Tarquin Biscuitbarrel's picture
Tarquin Biscuit...
Activity Score 18

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
Activity Score 77

not good/bad