DIGITAL: Animal Asia Foundation, Saving Moonbears, Stop Bear Bile Usage (WIP)

With a target audience of 45 to 65 year old western women, we really had an uphill task doing our comms digitally as we had to keep in mind their technological limitations in terms of navigation.

Nonetheless, the brief was cracked! =)

Creative Director: Todd Waldron

Art Directors: Linus Chen, Shawn Loo, Jason Ngyuen

Copywriter: Douglas Hamilton

Electronic Direct Mail One, Nice Packaging hides hygiene of bear bile

A horizontal scrolling EDM was sent out and as consumers

opened the EDM, the first thing they saw was a moonbear

trapped in a cage in unsanitary conditions.

 

Copy forming a tube out of the bear's exposed catheter

then leads the consumer to scroll to the right and reveals

that the medicine that they have been consuming all along 

actually comes from an unhygienic source. 

Call to action was to put a stop to consuming bear bile and drives to main site(below).

Electronic Direct Mail Two

A visually striking EDM of a life-sized Moonbear was sent out and consumers

could then click onto the link to the main website(below). 

Main Site 

Upon reaching the site, consumers could then use the navigation

on the left to zoom in and out to see the condition of a trapped moonbear.

Upon zooming all the way out, it reveals that they are almost

5000 moonbears trapped in these torturing conditions.

Call to action was then to donate money to free these moonbears.

We also took over Wiki and branded it with Animal Asia Foundation content. Pictures, live feeds from Jill's(the founder of AAF) blog and also podcasts were added.