SURPLUS BILLBOARD INVENTORY MAKES THE WORLD BEAR WITNESS / {Billboard Campaign}
A well-organized group of animal-welfare philanthropists bands together and buys up surplus billboard inventory across the country (or around the world) in order to post intimate images from the incredible library at We Animals Media. The campaign is coordinated so that as many of the billboards go live during the same day (or at least in the same week). Leveraging the timeless power of showing instead of telling, there is no further message accompanying each billboard. Every execution simply lets the incredible images do the work of sharing what is really going on, right now, for literally billions of fellow sentient beings. The logic is simple: When we don’t see what’s going on, we don’t care. It’s human nature. But when we see, we feel. And we act. The earned media (press coverage) from this mysterious campaign would also be very powerful.