AURA - "Aura Incense Barricade Case Video" by PHNX Awards 2020
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| Заголовок | Aura Incense Barricade Case Video |
| Агентство | TBWA\Sri Lanka |
| Кампания | AURA INCENSE BARRICADE |
| Бренд | AURA |
| Дата первой трансляции/Публикации | 2019 / 6 |
| Продукт | AURA 'ALIYA' INCENSE STICK |
| История | Background – The human-elephant conflict in Sri Lanka is at its worst. Yearly around 70 humans are killed by elephants with 3000 homes attacked, and subsequently 300 elephants are killed by humans. In addition annually 10 million US dollars worth of crops are damaged by elephants which is detrimental to the poor farmer’s livelihood and to the country’s agricultural economy overall. The existing measures taken to prevent humans and elephants coming into contact have been ineffective. This has led to people using guns, poison, electrocution, and other harmful methods such as a ‘hakka patas’, which are tiny, round explosives to scare away elephants that result in the tragic death of the animal. These methods have drastically diminished the elephant population in Sri Lanka, and today the species has become endangered. Our challenge therefore was to find a non-violent solution that would keep both humans and elephants separate and keep them safe. Creative Idea – Rural villagers are those affected by this conflict. To find a solution, we examined the daily lifestyle of the villagers along with the characteristics of elephants. As a ritual the villagers pray everyday in the early morning and in the evening hoping for a peaceful existence. Coincidently these were the times elephants break into villages. It’s also scientifically proven that elephants have a highly developed sense of smell. Villagers always light incense sticks as a custom when they pray. Aura, the biggest incense stick brand in Sri Lanka thought these incense sticks could do more by offering a solution, and saving lives. Thus the Aura Incense Barricade idea came to be, facilitated by the Aura ‘Aliya’ incense stick (‘Aliya’ means Elephant). This idea transformed the ordinary incense stick into a powerful elephant repellent, creating an invisible barricade between humans and elephants. Execution – As the end users were rural villagers we created a product that would fit into their daily life – an incense stick to repel elephants, when villagers light it to pray everyday. We conducted research and developed this incense stick by combining five non-toxic, elephant repelling, natural ingredients - ginger, lemon grass, citronella, palma rosa and patchouli. We created a 12inch incense stick, with a 15.7mm circumference, which would burn for an extended time of 5 ½ - 6 hours. In addition the textures of the outer design of these sticks were developed to emit their fragrance parallel to the ground for a minimum radius of 20 meters. Elephants would sense the fragrance from afar and avoid the area. Results – Between 2016 and 2018, Aura collaborated with the Wildlife Department of Sri Lanka to test the Aura ‘Aliya’ Incense Stick; resulting in a 100% success rate with zero intrusions on villages. This positive outcome resulted in the Wildlife Department of Sri Lanka distributing it among the effected villages islandwide with availability in shops. The easy acceptance of the incense stick by the villagers was due to our product fitting into their daily routine without creating any behavioral change. This project has gained coverage on a national level with 17 newspapers, and over 30 mass media stations commending us on our effort. It has also spread its reach with 2.3million social media impressions. These efforts have continued to keep over 4000 elephants and 2million humans separate and safe. The product has gone global with successful testing in Kenya, providing a non-violent solution to a problem faced on a global scale. |
| Длина | |
| Idea/Creative Group Head | Shyan Gershon |
| Designer | Shyan Gershon |
| Managing Director | Renuka Marshall |
| CCO | Nathasoruban Sivapatham |
| Art Director | Shyan Gershon |
| Art Director | Buddika Rathnayake |
| Copy Writer | Chaminda Molligoda |
| Client Servicing | Gayan Perera, Shermeel Gunaratne |
| AV | Mohamed Ikram |
| Post Production | Saminda Rupasinghe |
| Graphic Designer | Mayura Sesath |
| PR Consultant | Daham Weerawansa |
| PR Consultant | Sulochana Perera |
| Video production | Harsha Karunarathna |
| Video Direction | Shyan Gershon |
| Photo Direction | Chamath Hasanka |
| Editor | Thilina Rajapaksha |
| Graphics | Nipuna Vidarshana |