Pro Wildlife: Elephant

Wild animals take the jobs that humans don’t want in a twisted new print campaign by agency AvL/SE for nature conservation organisation, Pro Wildlife. The thought-provoking adverts encourage holidaymakers to be aware of the dangers of unwittingly participating in animal cruelty. The striking print ads, illustrated by Cannes Lions-winning artist Ricardo Salamanca and his team at Salamagica, depict exotic animals in downtrodden job roles; an elephant delivers pizzas in a dreary polluted city and a tiger sweeps the grimy floors of a seedy peep show entrance. However, the images come with a sad twist, the copy reveals this isn’t the worst these animals have experienced: ‘Any job is better than being a tourist attraction. Stop lifetime imprisonment.’ Pro Wildlife commissioned AvL/SE to develop the campaign ahead of holiday season to remind tourists that popular animal attractions, such as elephant riding and taking selfies with tigers, amount to animal cruelty. It is a particularly endemic problem in Asia, Latin America, and Africa, where animals are routinely abused in this way. AvL/SE developed the arresting campaign around the idea that ‘animals would do anything to change their job.’