By Amy Houston, Senior Reporter

May 23, 2023 | 2 min read

It’s an emotive campaign for Wild Africa Fund and comes from creative agency Grey London.

The newly launched conservation fund is highlighting the threat to endangered species from illegal poaching with its first ad campaign. In the spot, viewers see various animals, including elephants, lions, turtles, and pangolins, made from balloons.

As a voiceover explains the threat to each of the species, the balloon is destroyed, one by a gun, another by a net and others by a trap and a machete. Each of the shredded balloon animals falls to the floor, demonstrating the fragility of populations at the hands of illegal poachers. Underlining the permanence of species loss, the films end with the line: “Once they’re gone, they’re gone.”

Wild Africa Fund was founded by Peter Knights, co-founder of the campaign group WildAid. On the spot, the charity boss said: “Grey London has again produced an inspired campaign to launch our new brand and convey the impact of the illegal wildlife trade.”

The project was created at cost or via donated resources and media. The team at Grey London was inspired by the work of Japanese balloon artist Masayoshi Matsumoto, who granted permission to recreate his work using CGI. The film will be amplified through broadcast, print and social media activations.

Creative Creative Works Grey London

More from Creative

View all