How do we show the harsh reality of animals in captivity? We printed life-sized orangutan mock-ups and placed them inside these cramped cage-like structures with the message – In captivity, I live in cages smaller than this.

The launch drew a lot of interest from members of the press, pedestrians, road users and hundreds of curious onlookers. Apart from press coverage, both in print and television, many took to the web; distributing pictures of the orangutan via email, facebook and other social networking sites, not to mention its own following on Twitter.