Brands lead the herd in DOOH ‘March for Giants’
A herd of digitally-generated 3D elephants is preparing to march across the world, crossing three continents in a spectacular first for digital out-of-home campaign to end the slaughter of endangered animals in Africa.
March for Giants begins in Hong Kong on March 23, progresses to New York and then continues to London on March 24, reaches Birmingham the following day and ends in Manchester on March 26. The campaign transcends international borders to appear across some of the world’s most prominent and impactful digital OOH media spaces: Tsim Tsa Tsui in Hong Kong, Times Square in New York City, Westfield Stratford City in London, The Media Eyes at Grand Central in Birmingham and the Manchester Printworks.
The four-day march mobilises public and corporate power by inviting companies and individuals to generate their own branded adult and baby elephants to join the herd as it marches in real time.
Corporate donors can create their own elephants decorated with their logo and brand colours for £5,000, the amount it costs to protect an elephant for life in the wild in Africa. Individuals can name a baby elephant for £5, or sign up for a £5-a-month year-long donation, which protects an elephant for one year. Corporate donors that have already signed up to the March include National Express, Givergy, Made by Riley, The Delta Group, Westfield, Chantecialle, BCD Travel and First Avenue.
The campaign supports the work of the conservation organisation Space for Giants.
Poachers, mostly supplying Asian demand for ivory, killed close to 150,000 African elephants in the seven years to 2014, reducing the overall population by a third. That equated to an elephant being killed every 25 minutes every day of every year from 2007 to 2014.
The March for Giants was an international winner in Ocean’s annual creative digital competition, which sets out to push the creative and technical boundaries in digital out-of-home.
Max Graham, CEO of Space for Giants, said: “We’re racing to protect as many elephants as we can from both poaching and the loss of habitat, which are massive, expanding, and urgent threats to the survival of these iconic animals in the wild. It’s already that serious. Space for Giants has a proven toolkit of tactics to protect elephants, and March for Giants will allow us to put those methods to good use in many more places. It’s a huge boost to have elephants at the centre of this innovative, brilliant campaign, and it’s inspiring to see some of the world’s most recognisable companies and brands already signing up. They clearly see the urgency here.”
Tim Bleakley, CEO of Ocean Outdoor, said: “To see this march of virtual elephants unfold across the world is a massive idea made possible by an incredible team. It’s never been attempted before and we urge everyone who can to get behind it. The creative concept and the cause are worthy winners of our creative competition.”