Grey supports Elephant Parade Singapore

The agency has conceptualised an integrated campaign that includes print advertisements, digital media, video and a Twitter account to announce the open air art exhibition, which is the first outside of Europe.

The campaign will help to welcome 162 life-sized baby elephant statues in Singapore, all hand-painted by well-known artists as well as local and international celebrities.

These elephant statues are now showcased at the Singapore Botanic Gardens, and will be sold during two auctions at the St Regis Hotel on 12 January, and the Fullerton Hotel on 14 January. To be auctioned off by Sotheby’s, 25 per cent of the auction proceeds will go to The Asian Elephant Foundation and the conservation section of Wildlife Reserves Singapore.

A YouTube video has been produced to rally the public to catch the colourful display before it is sold off.

A series of print advertisements in in-flight magazines targeted at visiting tourists for their support for the cause has also been designed. These advertisements carry emotive campaign lines such as ‘Humans & elephants have one thing in common. Big Hearts’.

Mike Spits, CEO at Elephant Parade, said, “We are very pleased to have partnered with Grey on our Asian debut of the exhibition. Their creativity, work ethics and passion for the cause impressed us from day one. They had a full understanding of what we wanted and worked with us hand in hand to achieve just that.”

Nirvik Singh, CEO and chairman at Grey Group Asia Pacific, noted that the elephants of Elephant Parade are "canvases of creativity". “Asian elephants are a species dangerously close to extinction. There is a need for us to act quickly to save the Asian elephant or else they will be lost to us, forever.”

Credits

Chief creative officer Creative Ali Shabaz
Head of copy Joseph Cheong
Senior art director Susie Sun
Copywriter Aslinda Khanafi
Junior art director Christopher Wong
Senior interactive designer Sudhir Pasumarty
Senior account director Ong Ai Mai
Account manager Michelle Lee
Broadcast producer Frances Tan
Editor Bobby Aguila
Social media director Prakash Somosundram
Social media executive Sameer Sadhu