Trigger and educate.

We went straight to set off the darker side of emotions – discomfort, shock and sadness. Focusing on two widely poached animals in Asia, the Yellow-Crested Cockatoo and the Sunda Pangolin, we created disturbing visuals to amplify their pain and suffering during the smuggling process.

Bus shelters around the island showed digital screens of the two animals, crushed against the glass, struggling feebly for freedom.

Their fate in your hands.

Viewers were prompted to follow the story from the bus shelter to an immersive and interactive 360° mobile experience (powered by gyrometer and accelerometer), where more brutal behind-the-scenes of the cockatoo or pangolin were exposed. However, they had the power to take a stand and Change Their Fate, which switches the experience to showcase the beauty of their life in the wild.

From capture to sale, then back to life.

No animals were harmed in the making.

Everything was DI-ed to death in order to bring the campaign to life.

Watch the making of