Problem: People and volunteers are biased in animal conservation and choose to support cute endangered species rather than species with the most ecological significance, regardless of what they look like.
Insight: Due to subconscious human bias, we embrace the adorable and ignore the ugly.
Solution: By removing the outer beauty of both the cute and ugly species, people are confronted with their subconscious thoughts and are able to see both animals as equals.
The lenticular billboard located outside the New York City Aquarium allows a passerby to view the transition between a skeletal form and the true form of the endangered species.
By showcasing the skeletal form of both cute and ugly endangered species first, then followed by revealing their true form, people will pause to think twice before considering whether a life should be dictated by attractiveness.
By scanning the 2D poster with your phone, an AR experience launches to reveal the true animal.
This shows that even though their outer beauty may not be attractive, they are just as important.
This shows that even though their outer beauty may not be attractive, they are just as important.
People can share Wildlife Alliance social posts on their stories or on their page to further extend the campaign to new audiences.
Credits
Sofiya Gutij – Art Director, Copywriter, Designer & Video Editor
Disclaimer: This campaign was created for Purpose-Driven class. It is not associated with the Wildlife Alliance.