Series of ads developed by VMLY&R with paper technology show how species are affected by humankind’s touch
Apr 27, 2023
Polution, illegal logging and fishing, wild animal trading. Disordely human action can lead to the extinction of species and ecological imbalance. To draw attention to the fragility of the Brazilian fauna in this scenario, Greenpeace launches a special series of advertisements entitled “Handle With Care”. The pieces created by VMLY&R were developed using printing technology with special touch-sensitive paper and are published in Go Outside, the biggest Brazilian adventure, outdoor and lifestyle magazine.
Among the animals that are represented in the advertisements, there are a few endangered Brazilian species. The copy says “Careful. Sensitive to human touch.” And then, it alerts to the fact that human’s advance is one of the main causes of extinction of fauna and flora, guiding people to donate at the institution’s website: https://doe.greenpeace.org.br/doar/p
“The richness of brazilian biodiversity and its preservation are instrumental to the planet’s future. Greenpeace acts on several fronts to curb actions that cause ecological imbalance and the extinction of our fauna. An important pillar of this work is raising public awareness of the cause, and this campaign works exactly in that direction” comments Rodrigo Jesus, spokesperson for Greenpeace Brazil.
“It’s undeniable how sensitive nature is to human touch. That’s exactly what we showed, literally, in this campaign” adds Sleyman Khodor, CCO of VMLY&R.
The agency and the world’s largest environmental preservation NGO are partners in several projects, like Los Santos +3ºC, which showed gamers the effects of a climate crisis IRL. The project was the most awarded Brazilian idea at Cannes, with six lions, two golds.