African Wildlife Foundation
This campaign for the African Wildlife Foundation aimed at raising awareness about the poaching and abuse of African wildlife. Using fear tactics and pop culture references, the print campaign features art direction that mimics iconic horror movies, while interactive and guerrilla elements bring the horrors of poaching to life. This project is an important step in the fight to protect endangered species and preserve Africa's rich wildlife heritage.
Insight
A world without wildlife wouldn't be the same.
Direction
Not all horror shows take place in a seedy basement or a dim alleyway. Some happen in the sunny African plains. The only difference is this time you can save the day.
01
Print Campaign
This print campaign mirrors iconic conventions of horror movie posters in order to drive home the terrifying acts that the African Wildlife Foundation is protecting against.
02
Outdoor Billboard Horror Scoreboards
The series of billboards display comparisons between the fictional violence that we turn our attention to versus the ones impacting ecosystems and communities in Africa.
Lettrboxd Social Media Campaign
03
These tweets are part of a series in collaboration with Letterboxd, a trending movie review website, raising awareness for the African Wildlife Foundation's causes within their digital community.
04
Lettrboxd Native Advertising
Within the formatting of the Lettrboxd website, the print advertisements are posing as movie posters ready for a review. When a user clicks on the movie to hear more, the synopsis describes the trafficking being prevented by the African Wildlife Foundation. By clicking “Watch” the users are taken directly to the African Wildlife Foundation website.
