AWARDS :

BRONZE

SUB CATEGORY :

POSTER

COMPANY ENTERING :

Y&R MALAYSIA, KUALA LUMPUR

ENTRY TITLE :

CUT A TREE. KILL A LIFE

BRAND :

BELUM-TEMENGOR RAINFOREST

ADVERTISER :

MALAYSIAN NATURE SOCIETY

AGENCY :

Y&R MALAYSIA, KUALA LUMPUR

EXECUTIVE CREATIVE DIRECTOR :

GIGI LEE

CREATIVE DIRECTOR :

JOSHUA TAY

COPYWRITER :

WILCOX YAP

ART DIRECTOR :

LAW KOK YEW/JOSHUA TAY/GIGI LEE

ILLUSTRATOR :

LAW KOK YEW/NICHOLAS SIEW

AGENCY DESIGNER :

LAW KOK YEW/NICHOLAS SIEW

ACCOUNT EXECUTIVE :

ELIZA WONG

TYPOGRAPHER :

LAW KOK YEW/NICHOLAS SIEW

PRINT PRODUCER :

TL TAN

PRINT MAKER :

OO CHEING TAM/CUE ART & DESIGN ASSOCIATES

BACKGROUND OVERVIEW :

MALAYSIA’S BELUM-TEMENGOR RAINFOREST IS 130 MILLION YEARS OLD, MAKING IT OLDER THAN THE AMAZON AND IS ONE OF THE LAST REFUGE FOR MANY ENDANGERED ANIMALS. AND SINCE 1950, MALAYSIA HAS LOST MORE THAN HALF OF ITS NATURAL RAINFOREST. THE PROBLEM OF DEFORESTATION REMAINS TODAY, AND AS A RESULT MANY ENDANGERED ANIMALS WILL DIE. WE NEED TO STOP DEFORESTATION TO SAVE MALAYSIA’S ENDANGERED ANIMALS FROM EXTINCTION. TO RAISE AWARENESS ON THE EFFECTS OF DEFORESTATION ON WILDLIFE, WE CREATED A SERIES OF POSTERS TO REVEAL THE BRUTALITY EVERY TIME WE CUT A TREE. THESE ILLUSTRATIONS EXPOSED THE VULNERABILITY OF MALAYSIA’S MOST ENDANGERED ANIMALS, LIKE THE MALAYSIAN TAPIR, THE CRITICALLY ENDANGERED SUMATRAN RHINO, THE RECLUSIVE HORNBILL AND SOME RARE SPECIES OF FRESHWATER FISHES. WE ALSO SILKSCREENED THESE DESIGNS ONTO RECYCLED PAPER FOR A NATURALLY RAW AND TACTILE FEEL. THIS HAND CRAFTED TECHNIQUE ALSO ENSURES THAT EVERY PRINT IS UNIQUE AND DIFFERENT.