In the 1960s, there were 200,000 lions in Africa. But currently, there are about 15,000 lions left in the world - fewer than elephants, rhinos, Chimpanzees, Gorillas.

Wild lions have already disappeared in 25 African countries and are expected to become completely extinct over the next decade. People are unaware of this fact. Who'd be most devastated when the lions are gone?

Cannes Grand Prix Winners. Those who've received the honour from lions must be the ones who'd be most sorrowful.

Moreover, they are influential as global creative leaders and their participation will encourage people to be more aware of the current status of lions.

The creative solution was to send recreated “lion-less” Grand Prix trophies and letters to past Cannes Lions Grand Prix winners with “Where is the Lion? Save the Lion” message.

When the creatives receive the "lion-less" Grand Prix trophies, they will be surprised and this could be an effective alternative platform to send the message about the status of lions.

We invited the past Cannes Grand Prix winners to place their heads on the "empty" trophy, take a photo and send it back to us. As soon as they send their images to us, we would upload it to our campaign Facebook and tagged them to expose the campaign to other creatives.

The images will be used as posters to be exhibited at the Cannes Lions 2014.This would be an interesting way to raise awareness to creatives from around the world about the status of lions.

1st step : lion-less trophy package design & produce (20days)

2nd step : past Cannes Lion Grand Prix Winner list-up (7days)

3rd step : Facebook Campaign Site Open

4th step : Send lion-less trophies to past Cannes Lion Grand Prix winner (7 days)

5th step : create posters with photos from Cannes Lion Grand Prix winners

6th step : Upload posters on campaign Facebook page with the senders’ profile

6th step : Tag past Cannes Lion Grand Prix winners on Facebook to encourage participation

7th step : Poster Exhibition at Cannes

Sent trophies to agencies around the world covering Australia, France, Germany, Netherlands, China, Romania, South Africa, South Korea, U.S.etc. Interesting photos are being sent to us and more feedback is expected.

In terms of organic engagement rates for the campaign Facebook, throughout the short period of one month, we caught interest of people both aware and unaware about lions.