Rapier has donated its services free to Save the Rhino
International, for which it has created the charity’s first UK
A series of shocking posters will appear in major cities throughout the
UK from the end of August.
The poster shows a rhino-ceros that has been compressed into a square
block, like a car that has been through a car crusher, except that the
horribly mangled rhinoceros is surrounded by blood.
The headline reads: ’100 per cent non-recyclable’ and along the bottom
of the ad it states: ’In the last 20 years, 97 per cent of the
rhinoceros population has been killed. Help us to save the last 3 per
John Townshend, the creative director of Rapier, said: ’It’s a shocking
execution based on a shocking statistic. If it offends a few people, so
be it. This is not gratuitous - the subject needs attention.’
The poster was created by Townshend with his deputy creative director,
Roger Pearce, and the copywriter, Andy Ray. The model was made by Nancy
Fouts, photography was by David Gill and media support was given by
Mills & Allen and Michael-ides & Bednash.
PR will be through Jackie Cooper PR.