1. CHALLENGE
• Demand creates supply. The buying is – the killing is.
• To stop demand on illegal wildlife products for protection endangered and
threatened species from illegal commercial trade.
INSIGHT
What any consumer of illegal wildlife products wants to have?
• cool, exotic, unusual, rare, luxury stuff
• Souvenir of memories of a trip or a unique gift
Thought at the time of purchase:
• “It's just an animal.”
• ”People have always killed animals. “
• “I do not care about the elephant/ tiger/turtle. I want this thing and
I can afford it.”

2. STRATEGY
Why people need animals?
• Man no longer need to kill endangered and threatened species for their
own survival
• In today's world, animals play the role of entertainment. Animation
industry, toys, TV programs have instilled a great love for wildlife, especially
in children. Animals speak in cartoons that are popular even among adults.
We suggest that the wild animals began to speak with a serious topic of
their own survival.
• every adult wants to show a good example for children
• Not all people are interested in information that some animal species on the
verge of extinction. However, we are referring to the potential buyer of
its appeal to moral values, make him think about how he will appear in the
eyes of their children.

3. STRATEGY
Message: Guilty and shame on yourself in children mind because you’re
an animal killer if you buy such staff.
• Man to man: “We don’t buy, they don’t die” (from brief)
• Animal to man: “You buy, we die” (we change who say that and phrase
became stronger)
• We propose to use the appeal of the animal to the person who may
become the purchaser, and to his moral and family values:
“Buy me – kill me…and tell children about it”

4. ACTIVATION
TVC. A few stories with interesting facts, in which animals speak to us.
Example: voice-over by an elephant named Alfred. "Hi, my name is
Alfred. My father told me stories, and his father told him that stories,
etc. that, as before, a thousand years ago, hunting for an elephant was a
ritual, a man of war held special ceremonies, the process of hunting was a
complicated and dangerous. But it was necessary for you, you were fighting
for your survival. And we knew it. Now it looks like this ... "More bad
pictures of hunting, killing an elephant, and that then it all becomes a
souvenir. "Buy me - kill me ... and tell children about it.“
Internet. Contextual keyword advertising. For example: «wallet from
snack's skin», etc. We "catch" of target audience at a time when there is
interest in the product.

5. ACTIVATION
OOH. Bill-board: those animals with a "bubble" that appeal to us, "Buy me
- kill me ... and tell about it to their children"

6. ACTIVATION
Transport. Metro. Figures of animals place in subway stations. And when
going on a single line from the station A to B, then from B to C and so on,
gradually the animals will be replaced with gifts, purses, stakes,
etc. Instead of tusks - chess and drinks, instead of thrunk - steaks, etc. And
next to each new subject and a souvenir from the animal to hang price
tags: "Chess Set from elephant tusks. Price: life an elephant. " In the final
layout of the animal into a disfigured body, consisting of items.
Transport. Planes. During the flight,
flights to travel the country (Asia,
Caribiann, Africa) show the videos
(similar to TV). And to give passengers
a small soft animal toys speaking: "I
love you.“ This will be a sort of
souvenir instead of what he can buy
on the black market and an attempt to
forestall undesirable actions on the part
of tourists to buy "blood" souvenirs.

7. ACTIVATION
The application for smartphones «iWild». Either pre-or available for
download. The bottom line: a world map on which you can choose any
country (for example, that you plan to visit) and see what a number of rare
wild animals left, for example: 1) Country: India, 2) animal: Bengal Tiger, 3)
the remaining 58 units . The next time you visit the application immediately
issued an alert (alert), that for the past number of Bengal tigers in India has
decreased by 3. (This is possible, as is strict control until the units!)
Also from this application, you can watch video from web cameras installed
in the wilderness (such cameras already have and are used to make films
about animals). Some may appear their favorite animals, for they will
always look to experience for them.
Also, the application can find interesting and informative facts about the
animals that can be shared with friends, tell your friends. For example, in
the crash of the ship Dolphins always the first to save pregnant women.

8. ACTIVATION
SMM. Applications, groups, games, prints the appropriate topic.
Co-marketing with producers of substitute products: gifts, wear, jewelry,
etc.
Co-marketing with loved and well-known sports teams (NHL, NBA and
etc.), names and logos which refer to animals. "Do not kill our character."

9. IDEA’S MOST IMPORTANT POINTS
• it’s not cool, when you look like a killer in children eyes
• animals speak with us on serious topics of the survival
• activation will have strong cumulative effect
• The main part of your message pass to target audience (future travelers,
who interested of exotic staff)
• “Buy me – kill me … and children about it” has deep sense, according to the
brief, logical and emotionally elements.