Unfortunate Tales of a Treeless World (A Red, Bloody Meal)

BRONZE CR16.1 Art Direction - Single
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Agency

Y&R

Client

Malaysian Nature Society

Product/Service

Conservation Awareness & Fundraising

Brief

Malaysia loses a football-pitch-sized area of forest every 90 seconds, making us 8th in the world for deforestation. Yet most Malaysians are unaware of the state of deforestation in Malaysia. Malaysian Nature Society, the nation’s oldest conservation NGO, wanted to bring this issue to light in a way that would engage our audience towards action. We also looked to reach Malaysians of all ages, regardless of race or socio-economic status and recruit them to our cause.

Solution

We chose to use what all Malaysians are familiar with _ classic fairy tales _ and reimagined them in a world without trees to show how deforestation can ruin these stories and ours.

We built four reimagined “unfortunate tales” into 3D sets by hand using mixed media for a raw, rustic look that couldn’t be replicated by digital illustration alone. Whenever possible, we used reclaimed wood, metal, cloth and other repurposed items, in keeping with our theme.

The 3D sets themselves were used for our mobile mechanised booths, where at a push of a button, our tales came to life using mechanical gears. The hand-built sets were also photographed for use across all touchpoints, which led to our microsite. Once there, users could dive deeper into each tale, and take action by donating, signing up as a member, sharing our message as well as buying notebooks and CDs inspired by our unfortunate tales, which also contributed to MNS’ funds.

Credit

Executive Creative Director:  Gigi Lee
Creative Director:  Joshua Tay, Emir Shafri
Art Director:  Shireen Ang, How Wei Zhong, Lai Wai Yeap, Sylvia Teoh, Cassie Ng, Joshua Tay, Gigi Lee
Copywriter:  Azeril Johari, Claira Chan, Emir Shafri, Jonn Dogra
Designer:  Shireen Ang, How Wei Zhong, Lai Wai Yeap, Sylvia Teoh, Cassie Ng, Aaron Tan
Illustrator:  Eric Tee, How Wei Zhong, Yew Jun Ken, Lim Ling Li
Typographer:  Shireen Ang, How Wei Zhong, Lai Wai Yeap, Sylvia Teoh, Cassie Ng
Photographer: Wizard Photography
Account Servicing:  Eliza Wong
Print Production:  TL Tan, Louie Hoo
AV Producer:  Robert Aw
Printer:  Hoffset Printing Sdn Bhd
Production House:  Directors Think Tank
Post House:  Postmotion Studio
Prop Maker:  Huram Art & Design, Lai Wai Yeap, Sylvia Teoh, Neo Yae-Ber, Chu Khong Liang, Muhd Thaqif, Chan Wai Guan, Asher Lim, Tay Jia Yun, Ezra Quek
Client Supervisor:  I. S. Shanmugaraj

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