FOUR PAWS: Let Moon Bears Shine (Live brief for DOOH)
Moon bears are a majestic species. The beautiful white crescents on their chests give them their name. Yet in Vietnam, thousands of these creatures are trapped in dark cages no larger than coffins. They are torturously harvested for their bile. This is not only illegal, it is the stuff of horror films.
Working with animal charity FOUR PAWS, we devised a campaign to bring moon bears out of the darkness, and set them free to shine.
Agency: OnAgency
Client: Four Paws
Copywriter: Emily Ford
Executive Creative Director: Christopher Nield