Nature’s Giving Up

China Environmental Protection Foundation is running “Nature’s Given Up”, a print advertising campaign featuring animal suicide, We’ve poisoned their food supply and destroyed their natural habitats. With flocks of birds falling out of the sky and whales beaching themselves on the shore, its like nature is giving us a sign; enough is enough. Maybe, just maybe, we’ve pushed nature too far and animals are giving up and taking their own lives. All the animals used in the campaign were already dead when found by the Ogilvy China team. Did they take their own lives? Who knows, but who could blame them if they did? CEPF and Ogilvy China hope this campaign will make people sit up and take notice of the damage we are doing to our planet.

CEPF Bird Hanging

CEPF Mice Gassing

CEPF Rabbit overdose


The Nature’s Giving Up campaign was developed at Ogilvy China by executive creative directors Simon Handford and Sandy Chan, creative director/art director Alvin Lim, associate creative director/copywriter Richard Sorensen, art directors Sonny Tjahjadi, Jason Pan, Chika Tsang, account team TakChi Lee and Paul Lam, photographer/retoucher Joe Lam (Rayman Photography) and retoucher Janis Ng.