End The Twisted Tale

End The Twisted Tale

Client: Living With Wolves
Tools: Adobe Photoshop, Adobe Illustrator


This was a simulated creative advertising campaign for Living With Wolves.

The campaign aims to dispel any myths and misunderstandings about wolves that threaten their survival. As future leaders of the world, it is important to educate children, our target audience, on wildlife. 

*Although the original crowdfunding campaign targets children in North America, we have extended its outreach to a local (Singaporean) context as part of the project requirements, and the Singaporean children have little exposure to wildlife as well.


The challenge was to create a set of visuals that strike a chord with children, succinctly dispelling those myths and encouraging them to be more open to wolves.

"End The Twisted Tale"

Much of these misconceptions stem from folktales, with the wolf portrayed as the cunning villain. End The Twisted Tale targets these folktales to spread the message to children. 

The deliverables consist of print ads, out-of-home advertising, and a digital e-book.


Print Ads

Little Red Riding Hood

Myth:

"Wolves kill for fun. In the tale of the Little Red Riding Hood, the wolf is said to kill anyone who enters the woods. It ends up eating both her and her grandmother, till they are saved by the hunter."

Truth:

Wild wolves are generally afraid of people and tend to avoid them. However, because such myths exist, wolves are being killed indiscriminately in the places they live. 

Solution:

The Little Red Riding Hood now becomes the hero to end this indiscriminate killing. Her innocence in the folktale has now been channelled into recognising the plight that the wolf is facing, thus running to its aid.


The Boy Who Cried Wolf

Myth:

"Wolves kill many sheep. In the tale of The Boy Who Cried Wolf, everyone is told to beware of the wolf, and are willing to come together to fight it off. In the end, the wolf still ends up eating all the sheep."

Truth:

U.S. Fish and Wildlife reports show that in 2014, wolves killed 1 in every 7,193 sheep. Sheeps aren’t part of their main diet. Wolves play a crucial role in healthy ecosystems in the wild.

Solution:

The shepherd boy, instead of being a liar, now becomes a sincere guy wanting to help the wolf. Gathering the villagers, they help the starving wolf get back on its feet instead of hunting it down.


Myth:

"In the tale of the Three Little Pigs, the wolf is the hungry villain who goes about destroying the pigs’ houses, wanting to eat them up."

Truth:

In reality, wolves’ are the ones whose habitats are getting destroyed due to human development. To make matters worse, the U.S. Fish and Wildlife Service has proposed removing all protections for gray wolves across the United States.

Solution:

The Three Little Pigs, being hardworking constructors, now help the wolf build up its “house”, instead of them running away from the wolf.


Advertisements in the Singapore Zoo.

Advertisements in the Singapore Zoo.


Out-of-Home (OOH) Ads

Face-in-Hole Boards

With the target audience being children, there will be face-in-hole boards set up as part of this campaign. Children get to step into the main characters’, now being portrayed as the hero, shoes and get their photo taken. They can then upload the photo on Facebook with the hashtag #EndTheTwistedTale as a pledge to this campaign. 


Digital Mobile Ads

E-Book

The e-book consists of 3 sub-books inside, each one being a folktale from the original ad series. At the homepage, users can select the book they wish to browse through, and “untwist” its story, meaning to uncover the truth about wolves, and debunk their notorious, existing myths and perceptions. 

Children get to learn about wolves through play, at the same time dispelling any misunderstandings about them.


Copywriting

To suit the young target audience, the copywriting for this campaign are all structured in a poem. This falls in line with the folktale theme as well. 

Rather than a factual paragraph to go with the campaign, the bodycopy takes the feel of nursery rhymes for the children to remember and take home the jingling tune.

Little Red Riding Hood

Little Red Riding Hood,
Her heart so innocent and pure.
Saw a wolf about to get killed,
And didn’t want to see it get hurt anymore.

“Those rumors aren’t true”,
To the hunter she said.
Frantically hurrying,
She ran to its aid.

What if the wolf wasn’t bad?
A deep question to ponder.
Uncover the other side of the story-
There’s a lot more to discover.

The Boy Who Cried Wolf

Shepard boy on a hill,
Despite all his lies,
Saw a wolf starving,
And couldn’t let it die.

“Wolves don’t kill for fun”,
He sincerely said.
Gathering the villagers, 
They ran to its aid.

What if the wolf wasn’t bad?
A deep question to ponder.
Uncover the other side of the story-
There’s a lot more to discover.

The Three Little Pigs

The three little pigs,
So small but mighty,
Saw a wolf homeless,
A sight worthy of pity.

“My house is in shambles”,
The wolf sobbed as it said.
Gallant as ever,
The pigs went to its aid.

What if the wolf wasn’t bad?
A deep question to ponder.
Uncover the other side of the story-
There’s a lot more to discover.


Behind The Scenes


Thank You