The Brand Agency and Perth Zoo present ‘The World’s Biggest Show of Hands’ to save the Sumatran orangutan from extinction in the wild
Perth Zoo and The Brand Agency Perth and have created an experiential campaign to help raise funds and support for the conservation of the critically endangered Sumatran orangutan, which is facing extinction in the wild.
It is estimated that as few 6300 are left in the wild today and their plight is becoming more desperate with every passing day.
The campaign coincides with the release, in early November, of a Perth Zoo orangutan into a protected rainforest in Sumatra, Indonesia, as part of international efforts to re-establish a population of this species in the wild.
Six-year-old Semeru, born and bred at Perth Zoo in Western Australia will become the first zoo-born male orangutan in the world to be released into the wild.
VIEW THE CONCEPT
To coincide with this, The Brand Agency has created ‘The World’s Biggest Show of Hands’ to help in the fight for their survival.
Social media, radio, print and posters direct people to a dedicated web site, where visitors can have their palms and their futures read, contrasting it with those of the Orangutan.
These can then be digitally captured and uploaded so they can be added to the thousands of real handprints that make up a giant mural, being created live at Perth Zoo.Once completed, the giant mural will be installed in a landmark location in Perth, with all contributors given a copy.
In another first at the Zoo, audio hotspots allow the orangutans to tell of their plight directly to visitors and ask them to ‘lend a hand’ and add their palm print to the mural.
Credits.
ECD: Garry Horner
Creatives: Tim Seddon, Gene Brutty
Strategic Planning Director: Paul Yole
Business Director: Rod Killick
Project Manager: Holly Creasey
Client: Ceri Price
Digital Strategy: Brad Cumbers
Interaction Developer: Gerard Baldsing
Technical Lead: Glen Kleinig
Agency Producer: Ian Ford
Web Film Director: Sean Ascroft
8 Comments
Lovely work for a great cause.
It is a nice cause but this didn’t move me to any action. I want to like it but it falls flat.
It’s a nice thought but takes far too long to get to the point. Less monkeying around and if would be a lot better
It moved me to action, Ranga – I donated my palm print. Good job IMHO. Not sure how I give money though? Can we see/hear how this audio hotspot works?
‘In their hands’, ‘their lives are in your hands’, ‘show of hands’, and palm reading/see your past in your hands are all very different messages. I’m struggling to see what the campaign is actually trying to say besides ‘HANDS! HANDS!’. After doing the webcam thing, I also had no idea that anything I did was going into a mural. This is in need of some strong creative direction to simplify and focus the message.
Really like it, well done Gene and Tim.
Respect to Tim, Gene and Perth Zoo for pushing the standard of digital in Perth. great to see something more engaging than graphics and stock images.
That’s a great campaign, well done.