The ominous spectacle of scavengers circling in the sky can only mean one thing – a dead body. For long vultures, ravens, kites and eagles have been associated with fresh carrion.

The creative idea uses these symbols of death and makes them look like endangered animals.

We found a simple graphic solution by making flying scavengers look like endangered animals (tiger, rhino and panda). The scavengers in dark colours suggest death and grief. The objective was to shock the audience, to create an atmosphere of loss and mourning. The symbols of death circling overhead paint a grave situation, seeking immediate attention to the problem.

The campaign saw unprecedented response. The traffic at WWF website surged, with emails asking for major steps to contain the massive loss of endangered animals. The client plans to take this campaign forward by showcasing lesser known endangered animals like Nilgiri tahr, red panda, snow leopard and many more.