Grey Group supports Asian elephants’ conservation

The Elephant Parade is the world’s largest open air art exhibition of decorated elephant statues and the Singapore exhibition is the first outside Europe.  

 

A series of advertisements have been rolled out on print and digital media and a Twitter account created to support the event, which showcases 162 life-sized baby elephant statues in Singapore; hand- painted by well-known artists and international and local celebrities. The campaign aims to attract public support and raise funds for Asian elephant conservation projects in Asia.  

 

The series of in-flight magazine print advertisements carrying campaign lines such as “Humans & elephants have one thing in common. Big Hearts”, “Here’s a sight you will never forget (And you thought only elephants have amazing memories)”, and “Our elephants are anything but grey”, were targeted at visiting tourists to seek their support for the cause. To engage members of the public and unleash creativity amongst them, ZoCards featuring the parade’s iconic elephant silhouettes, invited both young and old to “Add color to the Elephant Parade” by designing their own elephants.  

 

Grey also produced a video to rally the public to catch the colorful pachyderms for the last time before the grand auction on January 12. The video features the elephants arriving and leaving Singapore against the backdrop of local famous places with a call to catch them for a final viewing at the Singapore Botanic Gardens before they are gone. The video is seen below.  

 

 

Credits:  

Agency: Grey Group 

Chief Creative Officer : Ali Shabaz 

Head of Copy: Joseph Cheong Senior 

Art Director: Susie Sun 

Copywriter: Aslinda Khanafi Junior 

Art Director: Christopher Wong 

Senior Interactive Designer: Sudhir Pasumarty 

Senior Account Director: Ong Ai Mai 

Account Manager: Michelle Lee 

Broadcast Producer: Frances Tan 

Editor: Bobby Aguila 

Social Media Director: Prakash Somosundram  

Social Media Executive: Sameer Sadhu