Every year, thousands of elephants are brutally trained for the tourist industry. World Animal Protection wanted to open people’s eyes and reduce demand. We created an advanced installation that would 3D print a lifesize elephant. The elephant would only be created if enough people pledged never to ride an elephant. Every time someone made the pledge, the printers were activated to print another piece of the elephant.

Via Social Media people could enlist friends to join in. At Schiphol travellers were directed to the elephant through digital billboards. And through WAP’s own channels, influencers and social ads we generated traffic and a larger range or WAP’s message

In 3 weeks time, over 30,000 people pledged. We used the elephant to urge travel organisations to stop offering elephant rides. This resulted in 29,000 less elephant rides this year.

People could make the pledge at the campaign microsite. The moment they added their name, they could see their personal piece of material being added to the elephant by the printers.

Names of participants were embedded in the skin of the elephant in a custom-made font. All the names together made the surface look like the texture of real elephant skin.

Participants were encouraged to ask their friends to make the pledge and help complete the elephant.

The printing progress was broadcast live online 24/7 so everyone could witness the birth of our elephant.

In just three weeks more than 30,000 people had made the pledge. Exceeding our initial goal of 20,000 people.

Our 3D printed elephant received enormous national and international press coverage. It raised awareness for the cruelty inflicted on elephants in the tourism industry. In total the campaign had an earned media reach of approximately 8.6 million people.

We then used our elephant to start discussions with travel organisations. To persuade them to stop offering elephant rides. Sixteen of the biggest travel organisations agreed, resulting in 29,000 fewer elephant rides this year.