YEAR OF THE ELEPHANT
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 the Zodiac to include the elephant for the first time ever.
To launch the idea we reinterpreted the ancient story of the Zodiac to include the elephant for the first time ever.
The elephant's message was 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.
