Indonesia's native bird species are beautiful creatures, full of colour and life. They are now critically endangered because of the forest fires. Instead of showing them in all their glory, we've created stark, lifeless reminders of the demise of five of the most threatened bird species. A scientific, almost taxidermic visual approach, complete with their dwindling numbers is a poignant call for help before it's all too late.

We recreated Indonesia’s most endangered bird species – many of which are on the brink of extinction – from charred and burned leaves. Each bird formed from the trees that are supposed to provide shelter, but ultimately threaten their existence.

BirdLife ran these ads in outdoor sites and press ads in Indonesia. They also used the posters and imagery for their events, fundraisers, and social feeds across South East Asia.

The communication was created to raise awareness for BirdLife’s fundraising events. Post the release of the ads, the first fundraising gala exceeded the client's KPI of the number of attendees by over 75%, and raised a profit of over 50%. The campaign drew in over 2000 people to BirdLife’s booth at the Eco Film Festival, and raised awareness of the Forests of Hope programme.

This campaign is part of BirdLife's 'Forests of Hope' (Hutan Harapan) programme - Indonesia's first Ecosystem Restoration Concession, and covers over 98,000 ha of threatened lowland forest in Sumatra. This programme aims to prevent deforestation and to restore natural forests in the tropics.