No tree, no animal
Malaysian Nature Society
Issue 37 | December 2015
Agency
Y&R Malaysia
Creative Team
Executive Creative Director: Gigi Lee Creative Director: Joshua Tay Art Director: Law Kok Yew/Joshua Tay/Gigi Lee Copywriter: Wilcox Yap Designer: Law Kok Yew Typographer: Law Kok Yew
Production Team
Photographer: Diego Delso, CC-BY-SA Print Producer: TL Tan Agency Producer: Robert Aw Production House: Motion Rom
Other Credits
Client Supervisor: Henry Goh, Shanmugaraj Account Servicing: Eliza Wong
Date
June 2015
Background
The Malaysian Nature Society (MNS) was Malaysia's largest and oldest non-government environment organisation. It protected, managed and conserved Malaysia's natural heritage and its rich biological diversity.
Since 1950, Malaysia had lost more than half of its natural rainforest. The Belum-Temengor rainforest was 130 million years old (older than the Amazon) and was one of the last refuges for many endangered animals. The rainforest was continuously being logged and, as a result, many animals did not survive. The task was to raise awareness for nature's coexistence with wildlife and raise funds to help preserve the Belum-Temengor rainforest.
Idea
To reveal nature's coexistence with wildlife, a series of installations were created that were part tree, part animal. Unlike traditional billboards, these installations were custom made for the trees that wore them. These were used to showcase the endangered Asian Elephant, Malaysian Tapir and the rare Samba Deer. And for impact, they were featured life-size in all the installations.
Results
Since the campaign's launch, MNS has reported an increase in members and volunteers. As the campaign is still in its early stages, donations figures are currently unknown.