Background

Elephant shows are recognized as a "face" of Thailand's tourism industry but there are "forces" behind the shows. The sad truth that nobody knows are that these performing elephants are starved, chained, abused and separated from their moms and herds in order for them to obey the commands and are easily controlled. 

Thai elephants are known and remembered as smart and cute animals that can do tricks like walking on two feet or balancing on a thin rope. Unfortunately, these actions are not natural for the elephants to do. 

In this campaign, Dentsu Creative wanted to raise awareness about the abuse elephants face behind these shows and urge people from around the world to love the elephants for what they truly are; simply animals. This campaign aimed to raise donations to support ethical elephant sanctuaries so that the elephants can live happily as they deserve.

Idea and Strategy

Dentsu Creative Thailand utilized an iconic elephant souvenir, the elephant pants, and twisted its normal elephant prints into ones portraying their suffering. These prints tell the sad and gruesome truth behind these animal shows in Thailand and Dentsu Creative with World Animal Protection Thailand are speaking and advocating for these helpless animals.

By hijacking moments from people who like elephant pants by displaying these pants in stores that sell elephant pants and elephant souvenirs to get the attention of tourists and locals. With the 'Stop Elepains' pants design, it raised questions and concerns on what is happening to Thai elephants, triggering people who visit these souvenir shops to find out more about the cause.

Execution and Result

On the elephants pants, there is a QR code on the elephant pants lead to 'Stop Elepains' microsite. On the site, there is information how elephants are treated in circus shows and how we can be part of the cause, having the proceeds of the pants' sales going to elephants in need and supporting ethical elephant sanctuaries in Thailand; changing and leveling up Thailand tourism to a friendly tourism destination.

The responses from consumers were impressive as they realized the abuse behind the circus shows. This created a huge positive impact as they found out more of the elephants' suffering and how they can help prevent this. Consumers were also willing to visit ethical elephant sanctuaries rather than the circus shows. This campaign amassed a great amount of organic shares and media since this issue has never been raised publicly, allowing many to be part of the change to a better future for these animals.