Earth Guard (www.earth-guard.net) wanted to create an advertisement in order to expose human activities’ fatal strike on the survival of wild animals and call for more living space for them as well.

We made special shoes with soles shaped with claws of wild animals in danger of extinction. Walking with these shoes, footprints of wild animals are left on the ground. It reminds people that we’re trespassing on the land that belongs to the wild.

Over 10 thousand people have been walking in the city wearing these shoes. Consciousness of protecting wild animals has been awakened among the public. During the advertising activity, the hit rate of the website increased by 29%.