WWF
HORNS OF HONOUR
MY ROLE:
Concept
CW
CW
Every year, more than 500 rhinos are slaughtered — for their horns. In China, rhino horn is a luxury gift of power. For decades, governments, police, and NGOs tried to stop the trade. But when the desire for the horn is tightly connected to prestige, laws bend. When tradition outweighs the law, WWF didn’t confront it — they hacked it.
In Chinese tradition, receiving a gift of honour creates an obligation to protect and cherish it. So WWF turned rhinos into a gift for those for whom protection is business and reputation is everything: Chinese triads.
In Chinese tradition, receiving a gift of honour creates an obligation to protect and cherish it. So WWF turned rhinos into a gift for those for whom protection is business and reputation is everything: Chinese triads.
