Cannes Lions
HEAVEN&HELL, Shanghai / PEOPLE FOR ANIMAL / 2021
Overview
Entries
Credits
Execution
We adopted an untraditional way to illustrate the animal unboxing moment, by putting both the buyer and animals inside of a giant shipping package filled with cotton and foam. The unboxing scene became a surreal rescue moment.
Buyers became a whole rescue team the moment they opened the package of their dying animals, which intensify the atmosphere of the artwork.
As for the disaster scene, we paid great attention to details. The packages are exactly the same as shown in photos and newspapers. There're foam boxes, cages filled with cottons and tiny cargos. The animal is unconscious and desperate, dehydrated and starving, with wounds and blood all over the body. It’s the same as people who suffered from disasters.
Lastly, We apply real catastrophic composition to the artwork so that it could be as astonishing as in newspapers.
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