[ Creative Direction // Design // Co-copywriting ]
The Center for Great Apes is the only great ape sanctuary in the US that houses both Chimpanzees and Orangutans. Based out of Wachula, FL - they were in need of a complete rebrand and campaign that would draw attention to their mission: the rescue and rehabilitation of abused apes from the entertainment industry, medical testing and private ownership. Upon touring their facility, we quickly realized that the stories of the animals were the best way to get the consumer to realize what the Center did and why they did it. Essentially, we wanted to show that while the animals had endured terrible pasts, they now looked forward to a peaceful and prosperous future. The creative below encompasses the majority of the ad campaign as well as an alternate series of ads at the end that were ultimately not used.