Over the past few months, Kiwis have gained a new insight into what life is like living in captivity. Lockdown has ended for people in New Zealand but not for some of the world’s precious animals.

WWF NZ, Colenso BBDO and Hearts and Science have teamed up to raise awareness and funds to restore the balance between people and nature which includes putting a stop to the illegal wildlife trade.

Nick Worthington, creative chairman of Colenso BBDO, stated, “As we’re here getting excited about Level One, we wanted to remind Kiwis that not everyone leaves their lockdown. While, thankfully, we don’t have an illegal tiger trade in New Zealand, Kiwis can still be part of the solution by simply donating to WWF.”

There are some 5,000 tigers in captivity in the US alone. While only an estimated 3,200 tigers remain in the wild. The popularity of Netflix’s Tiger King brought to light some of the devastating truths that surround the illegal tiger trade. If they’re lucky enough to grow past the “cute cub photo opportunity phase”, tigers bred in captivity can spend up to 22 years in a state of lockdown. Numerous studies reveal that a life in captivity leads to severe psychological stress, infertility, and various other health conditions.

But the problem is much bigger than Joe Exotic and tigers.

Livia Esterhazy, WWF New Zealand chief executive officer, commented, “This tactical campaign launched our latest platform, Restore the Balance. Through this platform, we aim to educate Kiwis on just how reliant we are on nature. Over the past few decades, humans have come into closer contact with wildlife. This is now occurring at an unprecedented scale thanks to deforestation and habitat destruction, the illegal wildlife trade and high-risk food markets. This is creating the conditions that allow diseases that pass from animals to humans to become ever more common. The COVID-19 lockdown was the perfect time to start talking about this issue and engaging Kiwis to help us restore the balance with nature.”

The large format OOH campaign wrenches hearts with its shots of caged tigers and social posts featuring shaky footage from Tiger-King-esque establishments.

Credits

Client: WWF New Zealand

Chief Executive Officer: Livia Esterhazy

Agency: Colenso BBDO

Media Agency: Hearts & Science

OOH Partners: Go Media Limited, JCDecaux & QMS