Grey Group Asia Pacific teamed up with Elephant Parade Singapore, to raise public awareness for the conservation of Asian elephants.
Grey volunteered its creative and digital expertise to promote Elephant Parade, the world’s largest open air art exhibition of decorated elephant statues that supports Asian elephant conservation and its first ever exhibition outside of Europe in Singapore.
As an official supporting creative partner, Grey conceptualised and designed a series of print advertisements, digital media as well as produced videos and created a Twitter account to announce Elephant Parade’s march into Singapore. The aim of the campaign was to create mass awareness of the arrival of 162 life-sized baby elephant statues in Singapore; hand-painted by well-known artists and international and local celebrities, to attract public support and raise funds for Asian elephant conservation projects in Asia.
The series of in-flight magazine print advertisements carrying emotive campaign lines such as “Humans & elephants have one thing in common. Big Hearts”, “Here’s a sight you will never forget (And you thought only elephants have amazing memories)”, and “Our elephants are anything but grey”, were targeted at visiting tourists to seek their support for the cause. To engage members of the public and unleash creativity amongst them, ZoCards featuring the parade’s iconic elephant silhouettes, invited both young and old to “Add color to the Elephant Parade” by designing their own elephants.
Grey also produced a YouTube video to rally the public to catch the colorful pachyderms for the last time before the grand auction on 12th January. The video features elephants arriving and leaving Singapore against the backdrop of local famous places with a call to catch them for a final viewing at the Singapore Botanic Gardens before they are gone.
To view the video, please click: http://www.youtube.com/watch?v=3D0DdfgeO-Y&feature=youtu.be.
Apart from lending its creativity, Grey adopted LOVE; a red elephant featuring the word ‘Love’ in Chinese characters on its belly, hand-painted by artist, Chanatda Sosomkob, that will be auctioned off by Sotheby’s at the grand auction where 25 percent of the selling price will be donated to charity.
The grand auctions will be held on 12th January at St. Regis and on 14th January at The Fullerton Hotel. The elephants will be auctioned off by Sotheby’s, with 25 percent of the auction proceeds going to The Asian Elephant Foundation and the conservation section of Wildlife Reserves Singapore.