Distant calls of the Langurs echoing through the forest, rustling of leaves, fresh pugmarks & droppings along the trail build up to the excitement of spotting the elusive animal during a jungle safari. All their lives, people await the moment when they will get a glimpse of the tiger in the wild. When that moment arrives, one is spellbound, enamoured by the beauty & sheer grace of this regal creature.
The thought, of going to a forest and finding out that you cannot spot a tiger, not because of the camouflage
surrounding it, but because the animal has disappeared from the jungle, is a painful one. This emotion forms the core of my idea for the advertisement. It provokes the viewer to think about how it would be like if the tiger ceased to exist. I didn’t want this ad to just create sympathy in the viewers mind, about the deteriorating state of tigers. This ad had to do more to get their attention. I wanted people to feel hopeful about the future of this beautiful animal & its image to linger in their minds for a long time. Thus the idea of comparing the camouflage of the animal with its disappearance came into being.
surrounding it, but because the animal has disappeared from the jungle, is a painful one. This emotion forms the core of my idea for the advertisement. It provokes the viewer to think about how it would be like if the tiger ceased to exist. I didn’t want this ad to just create sympathy in the viewers mind, about the deteriorating state of tigers. This ad had to do more to get their attention. I wanted people to feel hopeful about the future of this beautiful animal & its image to linger in their minds for a long time. Thus the idea of comparing the camouflage of the animal with its disappearance came into being.
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visual :
The visual is a landscape of a typical tiger habitat. It looks like an ordinary landscape at first, but on a closer inspection, reveals a well camouflaged tiger. The visual is not a single photograph, but has been crafted to create the effect of being one. It comprises of two images mixed together, the first image of the landscape & the second, that of the tiger.
the complete visual
copy :
“Camouflage is one thing. Disappearance is another.”
The copy drives the reader to look at the visual closely to figure out whether a tiger is actually seen or not.
It challenges the viewer in spotting the tiger, thus making the advertisement engaging. On spotting the tiger, the reader feels ecstatic. This entire experience replicates the experience of spotting a tiger during a jungle safari.
impact :
The advertisement was successful in urging the audience to think about the depleting number of tigers & the consequences of tiger disappearance. It led to the realization that it is indeed the tiger that adds value to a forest, & with sincere human efforts the majestic animal can be saved.
The advertisement was successful in urging the audience to think about the depleting number of tigers & the consequences of tiger disappearance. It led to the realization that it is indeed the tiger that adds value to a forest, & with sincere human efforts the majestic animal can be saved.
credits :
Agency : Setu Advertising Pvt. Ltd.
Concept & Art : Mihir Joglekar
Copy : Mihir Joglekar
Design : Hrishikesh Deshpande, Vinesh Shinde
Technical Design : Nitin Deshmukh, Rajesh Vangari
Sincere Thanks To :
Mr. Bittu Sehgal ( Editor - Sanctuary Asia )
Mr. Qamruddin Sheikh (Art Director - Sanctuary Asia )
This advertisement for Sanctuary Asia was published in its June 2013 issue, ahead of the Global Tiger Day. The goal of this day is to promote a global system for protecting the natural habitat of tigers & to raise public awareness & support for tiger conservation issues.
