Monday, June 16, 2008

Korea Animal Protection Society "Pull to release"

The purpose of this campaign is to encourage people to raise funds towards releasing caged animals back to their natural habitat. The card is inserted inside the mesh pocket at the rear of the seat facing the passenger in trains and buses. The concept is that when the ad is pulled out the pocket, the passenger is releasing the animal from captivity.

Agency: Ogilvy & Mather Seoul, South Korea.