The brief:To create an awareness campaign to prevent people from trading rhino horns.
The idea:We come up with two ideas that are based on two different beliefs of Vietnamese people.
Idea 1 Vietnamese people use rhino horn as a magical cure-all for illnesses because it’s a traditional belief that has been passed from generations to generations, just as many other medical tips that your grandmother or your neighbor told you without any scientific proof. Based on this fact, we create a series of ads comparing the use of rhino horn to stupid traditional medicine.
Idea 2 Vietnamese people believe in karma. That’s why we create this ads to show them that if they use rhino horn in this life, their future life will be affected.
