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Category

Award

TREE RINGS

Short List
ClientACRES: ANIMAL CONCERNS RESEARCH & EDUCATION SOCIETY
ProductNATURE PRESERVATION
EntrantDDB GROUP SINGAPORE, SINGAPORE
Type of EntryCorporate or Brand Itendity
CategoryPosters
TitleTREE RINGS
Product/ServiceNATURE PRESERVATION
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
Design/Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE
Credits
Name Company Position
NEIL JOHNSON DDB SINGAPORE CHIEF CREATIVE OFFICER
JOJI JACOB DDB SINGAPORE CREATIVE EXECUTIVE DIRECTOR
THOMAS YANG DDB SINGAPORE CREATIVE DIRECTOR
KHAIRUL MONDZI DDB SINGAPORE COPYWRITER
GARY LIM DDB SINGAPORE ART DIRECTOR
AARON KOH DDB SINGAPORE ART DIRECTOR
CHRIS NG IMAGINARY FRIENDS DIGITAL ARTIST
ROWENA BHAGCHANDANI DDB SINGAPORE CHIEF CLIENT OFFICER

Brief Explanation

Since animals are not able to speak for themselves, the destruction of their habitat leaves them suffering in silence. The objective was to highlight the responsibility people have in letting animal species thrive in their natural environment. In other words, we have a choice in keeping things the way Mother Nature intended them to be.

Describe the brief from the client:

ACRES is an animal protection organisation that aims to create a caring and socially responsible society where animals are treated as sentient beings. The challenge was to raise awareness and educate the public on the plight of animal species due to human activity – mainly, the destruction of rainforests that serve as a natural habitat for wildlife to live in harmony.

Description of how you arrived at the final design:

The lives of animals revolve around their living space – the rainforest. In order to communicate this, we used a visual metaphor of tree rings. And as we all know, each ring followed by the one that lies in its outer core represents the ageing of a tree. By using animals to make up the rings, we communicate the idea that the more we let a tree grow, the more wildlife it can sustain. Hence, we should keep things the way they are and not simply let lifestyle choices destroy rainforests and dictate the lives of animals.

Indication of how successful the outcome was in the market:

The posters garnered positive responses from the public. Although media placement was selective and minimal, it managed to make its way via word-of-mouth and even online, through forums and social media platforms. We even had people requesting for copies of the posters to be put up in schools and public spaces. It simply showed how good design can bring to light an even greater cause.