To show in a non-expected way that animals suffer when they are taken away from their natural habitat, we stuck regular people in an elevator for a few seconds to make them feel what’s like to be caged in as animals are. We used elevators in regular buildings to make this happen. People would come down normally and suddenly the elevator stopped for a few seconds, frightening and getting everyone stuck. When exiting, people received a flyer with a consciousness message: “It’s scary to be caged for a few seconds. Imagine for a lifetime." Aftwards, we created a video with people reactions.

- Hundreds of people were impacted at the elevators.- The video showing people reactions spread out thorugh the internet, reaching the following results:- The number of volunteers submissions through the website rose 520% during the campaign.- At the first week, the NGO website received over 35,000 unique visitors, more than twice they do in an entire year.- CNN, TNT, Warner Channel, VH1, and Sony among other major TV channels spontaneously promoted the campaign spot.The elevator film was the most tweeted video worldwide during the campaign’s first week, under the Nonprofits and Activism category.