Dublin Zoo

Dublin Zoo wanted to celebrate their joyous news; the birth of a white rhino calf. We took the unusual approach of framing it against the swathe of rhino deaths taking place each year due to illegal poaching in Africa. Not only did it dramatically put into perspective the threat to the entire white rhino population, it also helped highlight the Zoo’s crucial role in conservation programmes beyond Ireland.

A double-page spread in The Sun, a newspaper that wouldn’t normally carry a Births & Deaths section (something reserved for the broadsheets) meant the impact was twice as great.