Although a human being able to step into the shoes of a chimpanzee or a goldfish is never going to happen, these Ford Environmental Conservation Award ads ask consumers to try. The method of such an effort is to consider the actions one makes in day-to-day life under the microscope of whether or not the natural world is harmed.
The campaign clearly asserts that "those who help nature end up helping themselves," and as an extension, feeding yourself may be feeding many of the earth's animal species. The way in which this JWT advertising agency in Brazil are communicating this message is by painting the face of a fish and a monkey onto the cheek of a man. Their mouths become his mouth in the Ford Environmental Conservation Award ads.