Year of the Elephant
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The only way to save the elephant is to kill the ivory trade in the biggest ivory market, China. We hijacked Chinese New Year by asking people to celebrate the elephant instead of the monkey.
To launch the idea we reinterpreted the ancient story of theZodiac to include the elephant for the first time ever.
The elephant's message went sent all over China with donated outdoor media and local celebrity Wiebo/WeChat discussions.
Illustrators from around the world contributed posters celebrating the first ever Year Of The Elephant. We illustrated a children's book so future generations would protect elephants. It was released as a screen printed edition as well as an e-book edition on Amazon.com