With a view to ending the devastating illegal wildlife trade across the world, WWF needed to exert pressure on the UK government ahead of the Illegal Wildlife Trade Conference (IWT). The creative concept was simple, to put the British public in the driving seat by allowing them to literally stop traffic. We transformed zebra crossings into “Endangered Animal Crossings” and those who walked across them signed a pledge to give their name to the cause.

We were ambitious yet determined that once our pledge had received enough engagement, we would have a giant elephant making the symbolic crossing. So, we enlisted the help of holographic experts, Kaleida, to create a life-size African elephant hologram. This giant fauna eerily appearing juxtaposed against the London backdrop.