To draw attention to the problem, we decided portray our native birds as ingredients in catfood cans. Native birds are revered in New Zealand, so we knew this would catch the public’s attention. From there it was a simple conceptual step to actually making real cans and stocking them on supermarket shelves.

It is near impossible to measure how many native birds were not killed during our campaign, but we achieved a high level of press interest, including television, and hits to the client’s website increased by 110%.