No animals were harmed in the making of this advertising. South African mountain man David Wood had a boutique leather craft business and no time for marketing, what with traveling the world on safari. Working with highly regulated South African game management, Wood participated in a program that called for "thinning the herd" – which meant that no animals were harmed for their meat or hides, and no endangered or protected species were ever threatened.
Wood hand crafted furniture, rugs and leather goods from hides that had previously been considered a waste product and were burned. Gasp needed to convince eco-conscious consumers that buying an animal-skinned article of furniture could actually protect endangered wildlife.
Gasp created sample print ads to show Wood how to best market his products and appeal to his customers' concerns for responsible animal treatment.
We never got the zebrahide drawing board he promised us, due to the demand created by the campaign.
David Wood (African Leathers for Living), client
Harry Webber, copywriting
Angela Glenn, design