Every year 50.000 species disappear from our planet, that has as a result 7 million hectares of land turning into desert and 17 million people die from environmental degradation. So there is a direct relationship between the mass extinction of other species and the human activity. This printed ad was wrapped around columns at the entrance and exit of the Guangzhou east subway station in Beijing. When the two ends of evolution meet, it becomes clear where the gun is pointing too and what it means. I have seen many ads using the same visual, it has become already very common, but the idea of it fixed around a column, looks like it is unique.
The Chinese copy reads: “Every year because of man, 50.000 species become extinct. To help go to www.ifaw.org”
Advertising Agency: Ogilvy & Mather / Beijing
Creative Director: Jacky Lung
Art Director: Zhong Shi / Neo Zhou
Copywriter: Qing Duan / Matthew Curry
Illustrator: Wenpu Liu
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