Sometimes the easiest way to drive a point home is to appeal to a person's own life and livelihood as the AnimaNaturalis ad campaign does. It forces people to imagine what it would be like to suffer as the endangered species it depicts. From the Mexican jaguar that falls victim to poaching and environmental decay to the Mexican wolf that also suffers from poaching as well as poisoning by farmers, it's a hard reality to acknowledge.
The AnimaNaturalis ad campaign was conceived and executed by Archer Troy, an ad agency based in Mexico City, Mexico. It was creative directed by Miguel Angel Arciniega and Arturo Diaz, complete with incredible artwork by 3D illustrator Pedro Molina. The use of tattoos on the severed limbs creates a powerful imagery that few people will forget soon.