Born Free: advert-top-1 by WCRS

One elephant is killed in Africa every 25 minutes. That works out to be 55 in a single day. If this is to continue, there will be no more elephants in the wild within two decades.

This is simply, a fact that people need to know about. WCRS, Engine’s creative agency, were tasked with both raising awareness of this and driving people to donate to Born Free in order to fund anti-poaching patrols and elephant research in Africa. To give this shocking statistic maximum impact, the campaign powerfully brings to life the scale of daily loss and dramatises the passing of time, in executions across OOH and social.

The sheer number of elephants that are killed has been represented with a long line of 55 elephants marching to their death, with a poacher taking aim at the front of the line, shot by photographer George Logan. To represent the passing of time, and the fact that elephants are being brutally murdered into extinction, a beautifully crafted animation of an elephant in an hourglass will also be promoted across social. The gradual falling of sand through the hourglass is a powerful representation that if we do nothing, elephants in the wild will be a thing of the past.