We must be MUD

Creative idea

The Red Deer, one of Greece's most iconic wild animals, is critically endangered, yet its disappearance often goes unnoticed. Off Road Adventures transformed its own 4x4 routes into an awareness campaign. Before each journey, participants placed a magnetic deer stencil on their vehicle doors. As mud covered the vehicles, the area beneath the stencil remained clean. Once removed, the silhouette of a deer emerged. a trace of absence, symbolizing a species at risk of extinction. The mud-covered vehicles returned to the city as moving outdoor messages, while their message travelled even further across social media.

Brand name: Off Road Adventures
Advertiser / client: Off Road Adventures
Product / service: Off Road Adventures
Campaign name: We must be MUD
Agency network: INDEPENDENT AGENCY
Agency: hōku design
Web address: https://www.hokudesign.gr/
Creative director: Ivan papadopoulos
Art director: Danae Xanthaki
Account director (agency): Panos Theokas