Sumatran Orangutan Society - Concrete Jungle

The Sumatran Orangutan Society (SOS) had a once-in-a-lifetime opportunity: the chance to buy back a former palm oil plantation and restore it into a protected rainforest. It was a bold, hopeful vision, turning a land of destruction into a safe haven for one of the world’s most endangered species.

But they faced two huge challenges. First, the clock was ticking - they needed to raise significant funds quickly through public donations. Second, while the public was broadly aware of deforestation and its dangers, the emotional reality of what happens after the trees are cut down was less visible. We needed to bring that loss to life in a way people would actually feel.

The public already knew the villain - palm oil. But what they hadn’t seen was the aftermath: the displacement of animals, the loss of homes, and the eerie silence where a jungle once thrived.

So we set out to make the consequences of deforestation impossible to ignore, not with guilt or statistics, but with familiar faces and storytelling that hit home. If the rainforest was becoming a concrete jungle, we’d show it, quite literally, on the streets of some of the world’s biggest cities.

We created “Concrete Jungle”, a campaign fronted by beloved characters from The Jungle Book but not as you know them.

We launched with a striking animated film, styled like CCTV footage, showing King Louie, Baloo and Bagheera wandering through a grey, unfamiliar urban landscape, displaced and confused. Their jungle was gone. They were homeless.

This instantly reframed the issue: if our favourite animals had no home, what hope is there for the real ones?

We followed the film with digital assets and OOH materials featuring the displaced characters in real-world locations, blending fantasy with reality to provoke empathy and urgency. Retargeting ads drove viewers directly to the fundraising appeal, highlighting exactly what their money could achieve: land, trees, and hope.