Standout features:
- An emotional concept and storyline
- A combination of hand-drawn illustrations and photos
- Consistent presentation and camera angle on all ads
Istanbul-based creative agency The Bad Guys is the driving force behind the hugely evocative and thought-provoking print ad campaign for Haytap Animal Rights Foundation.The anti-hunting campaign raises a wareness of this massive and persistent problem that keeps endangering the entire species.
To add an emotional depth to the campaign’s messaging, the agency shifted the perspective to look at hunting from the children’s point of view. With the tagline “Don’t kill the children’s future,” the three different images depict the hunters during the act of hunting.
Instead of targeting real-life animals, they are preparing to shoot at the children’s drawings of animals: a flock of wild ducks, a deer, or birds.
This juxtaposition of animal drawings creates emotional tension and appeals to the hunter’s repressed humane side, to look at the world through the innocence of children’s eyes and spare the animals’ lives.
Aside from the animal illustrations, each photo comes with the tagline in bold sans serif font together with the #StopHunting hashtag. Lastly, Haytap’s butterfly logo, brand name, and slogan appear in crisp, white fonts in the bottom-right corner.
