WWF Organs Whaling Campaign
Japan is infamous of its whaling tradition. It is estimated around 1,000 whales and thousands of dolphins are killed every year, causing Japan has the highest rate in killing whales among the members of IWC (International Whaling Commission). The reason behind the whaling is for scientific research purposes. However, it reveals that after the killing and the data collection by the scientists, the meat is then packaged and sold throughout the markets in the nation.
What people don't know is the meat they consume contains a high level of mercury. This metal substance is a major cause of various diseases from memory loss, neurological damage, heart disease and more. Hence, the campaign here is to raise the awareness of the people - especially Japanese who like eating whale sushis or any food related to whales or dolphins - to stop their habit of consuming the meat. These customers play the biggest role to stop the whaling by not consuming the meat.
The art direction will be straightforward to show what happen to consumer organs - such as brain, nervous system and heart - when they consume mercury. The organs/system act as if they were attacked by mercury-made tools - tools that have been used for actual whaling.
1 Minute TV AD "The Insight" in a storyboard
