Campaign details
Brand: World Animal ProtectionAdvertiser: World Animal ProtectionAgency: Different KettleCountry: UK
Campaign Overview
Don't be fooled by a smile
Dolphins are among the most intelligent animals in the world but many suffer due to travel and leisure operations. The mission was to build a movement of people whose outrage would end the suffering.
Strategy
Travel industry giants such as Expedia promote dolphin entertainment – a $5.5bn industry – as innocent family fun. To make their job easier, dolphins even look like they're smiling. But the reality is something far darker. To end...