In order to create an awareness about the animal extinction led by humans persecution over 500 years. This stunt was based in one simple question: What if it was the other way around? This resulted in transforming a subway passageway into an animal shooting range. Only, this time the animals had the guns. Each gun was equipped with an infrared sensor that triggered the sound of gunfire as someone walked by.

Advertising Agency: Ogilvy, Beijing, China
Executive Creative Directors: Nils Andersson, Kweichee Lam
Creative Director: Jacky Lung
Art Directors: Xingsheng Qi, Shengxiong Chen, Jacky Lung
Copywriters: Paul Bo, Matthew Curry
Photographer: Huimin Li