Anti Whaling: Sanctuary

Commercial whaling was banned in 1986. Today, whaling nations use a legal loophole of scientific research and continue to kill thousands of endangered whales for commercial use every year. The International Fund for Animal Welfare tasked JWT Melbourne with spreading awareness of this brutal slaughter through a print campaign. The strategy was simple. JWT used the research of the whaling companies against them. Showing the futility of killing whales, as the same research can be done without causing any harm to them. The strong point of the campaign is the illustrations that draw people into the ad, subtly showing the harsh reality of whaling, but at the same time also showing the whales in their most beautiful form, rather than using brutal imagery.