Wild Space and designory highlight wildlife issues with highly relatable OOH campaign

Wild Space, a nature conservation organisation, is envisioning a world where humans and nature coexist in harmony with its latest initiative, 'Earth in Focus'.

'Earth in Focus' is Singapore’s first and only nature-based film festival, designed to showcase the beauty of our biodiversity and inspire audiences to protect the fragile ecosystems.

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To bring this to life, Wild Space partnered with designory, a content experience agency under Omnicom Production, to launch 'Earth in Focus' with a campaign that is relatable.

The campaign highlights wildlife issues through a human lens, addressing concerns like housing issues, scarcity mindsets, and existential dilemmas––topics that hit close to home for many Singaporeans.

These narratives are conveyed through a series of social media posts and out-of-home media, generously sponsored by partners who share Wild Space’s passion for the cause.

The festival was amplified with an OOH ad on Ten Square and on bus wraps around the country. 

In the bus wrap ads, the agency features a cheetah and asks the question, "Is it just me or is it getting unbearably hot?" in a bid for relatability. 

In a second OOH ad, this time on Ten Square, two monkeys are shown hugging each other and the question asked is, "Why does it feel so cramped everywhere?"

The Earth in Focus: Singapore Nature Film Festival 2024 promises a diverse lineup of local, regional, and international films about the natural world. Satellite events have already kicked off in the heartlands and an upcoming screening of Asian Wild Cats is set to take place at Tampines Regional Library.

In addition to film screenings, festival-goers can look forward to workshops on wildlife conservation and masterclasses on nature filmmaking and photography.

An awards ceremony will also celebrate emerging creators from Singapore and the region. The two-day film festival will run from 2 – 3 November 2024.

“We wanted to avoid messages filled with grim statistics. Instead, we believe that visual storytelling, relatability, and a touch of humour would resonate better,” said Daphne Ong, founder of Wild Space.

“Telling meaningful brand stories has always been at the heart of designory’s mission. We’re thrilled to be part of Wild Space’s journey, and we look forward to seeing people experience the festival,” added Joyce Chen, chief executive officer of designory.

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