WWF Encourages You to Combat Pangolin Trafficking with Introduction of Endearing Pangolin Lin
The mammal most threatened by wildlife trafficking is one that many have never heard of, at least not until earlier this year: the pangolin. Creative agency Arnold, supported by a coalition of fellow Havas Group agencies and animation studio Zombie, has collaborated with World Wildlife Fund (WWF) to find a unique way to raise awareness of this threatened species and the issue of illegal wildlife trade.
Launching this week, the #SaveThePangolins campaign introduces an animated and ambitious pangolin named Lin, who wants to star in a movie so it can raise awareness around the endangerment of its species. Lin’s story is brought to life through a series of creative assets including a 60-second hero film, during which this lovable creature highlights the need for action against the illegal trade of pangolins and calls on the audience for their support.
“Pangolins need a break,” said Crawford Allan, senior director for TRAFFIC at WWF-US. “They are being trapped, smuggled, skinned and eaten by the hundreds of thousands because of an explosion in demand for the exotic and rare, in the name of conspicuous consumption. This must change if we are going to protect these amazing creatures that are so important in the ecosystem.”
“Prior to working on this campaign, our team, like many people, hadn’t even heard of the pangolin. Today, most people still don’t know much about them. Given some of the fear and mystery around this endangered species, it’s become even more important to make people care,” added George Sargent, CEO of Arnold and Havas Media Boston. “Thanks to the efforts of our partners at WWF, people can take action to help save them.”
WWF is asking people to help pangolins by signing Lin’s pledge, committing not to buy pangolin products. The organisation is also launching an anonymous reporting tool, whereby people can report products or businesses illegally using pangolins to WWF.
The #SaveThePangolins campaign underscores the urgency of the illegal wildlife trade crisis: an estimated one million pangolins were poached in just 10 years. This number is likely significantly higher, with an estimated 195,000 pangolins trafficked in 2019 for their scales alone. That’s more pangolins poached in the last decade than elephants, rhinos or tigers.
Mainly targeted for their meat, skin and scales, pangolins are consumed for various reasons in different parts of the world. For instance, in the U.S., their skin is used to make leather products like boots, belts and bags. In several countries in Asia, pangolin meat is consumed as a delicacy in high-end restaurants and the scales used for medicinal purposes in tonics.
International trade of all eight species of pangolins and their parts has been prohibited by the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) since 2016. Despite this strong level of protection, record-breaking seizures in 2019 show that pangolin trade is skyrocketing. If the current rate of illegal trade continues, the species could disappear from the wild in our lifetime.
WWF’s #SaveThePangolins campaign was developed by creative agency Arnold, in collaboration with Havas Group partners Havas Health & You, Havas Media and Red Havas. It will run across broadcast, digital and social platforms including AMC Networks, NBC Universal, Dodo, Thrillist, Hulu, CNN, YouTube, Twitter and Facebook.
Creative Agency: Arnold
Chief Creative Officer, Arnold: Sean McBride
Global Chief Creative Officer, Havas Health & You: Icaro Doria
Executive Creative Director, Arnold: Max Geraldo and Fred Saldanha
Creative Director, Arnold: Lucas De Oliveira and Guilherme Rácz
Art Director, Arnold: Rafael Beretta
Associate Creative Director, Havas Health & You: Vinicius Fernandes
Art Director, Arnold: Helen Rieger
Copywriter, Arnold: Zoe Myers
Marketing Director, Arnold: Jordan Colleran
SVP Chief of Staff, Arnold: Laura Voigt Hendrickx
Associate Director, Project Management, Arnold: Susan Hovsepian
Senior Project Manager, Arnold: Eric Rubino
Senior Broadcast Producer, Arnold: Nicole Hollis-Vitale
Digital Producer, Arnold: Rebecca Chaplick
Associate Content Creator, Arnold: Daniel Irvin
Head of Business Affairs, Arnold: Danielle Ivicic
Assistant Business Affairs Manager, Arnold: Elyssa Garfinkle
Sr. UX Designer, Arnold: Ma’aayan Castel
Animation: Zombie Studio
Director: Paulo Garcia
Executive Producer: Natalia Gouvea
Creative Direction: Daniel Salles
Account Service: Stefanie Dias, Fabricio Takahashi and Daniel Franco
Producers: Nayla Kols, Leticia Harumi and Antonela Castro.
Art Director: Feppa Rodrigues
CGI Lead: Yohann da Geb
Technical Director: Wallan Oliveira
Animation Director: Bruno Monteiro
Original Music & Sound Design: Tesis
Music Producer: Henrique Racz
Sound Designer: Edilson Martins
Executive Producer: Erica de Seta
Producer: Silvio Piesco
Coordinator: Maria Vitoria Capelasso
Media Partner: Havas Media
Public Relations Partner: Red Havas and Havas Health & You
Category: Awareness , Corporate, Social and PSAs
Genre: Animation , Dialogue , Visual VFX