The Canadian government authorizes the slaughter of around 270,000 harp seals in their annual commercial hunt. Now that global warming is thinning the ice, hunters can’t get close enough to the seals and use rifles from a distance. It’s hard to achieve a clean kill with a gun, so 50% of seals escape injured only to get trapped under the ice and die. Saatchi & Saatchi Paris embedded images of bloodied seals under the ice in ice rinks. The trapped seals were accompanied by a poster stating the number of mortalities and the IFAW website.

Agency: Saatchi and Saatchi, Paris (and no, I have no idea why a French agency s doing Canadian work)

Typographer: Rebecca Poupard
Creative Directors: Derek Green & Matt Smith
Art and Copy: Samira Ansari
Copywriter: Amy Hollier