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Ogilvy & Mather Chicago has launched a social responsibility video on behalf of APES, to highlight the importance of protecting all primates, not simply the “cute” ones. “By exposing the contrast certain animals receive in conservation efforts, we hope to give other primates - like the gorilla - a stronger shot at survival,” said Lee Theisen-Watt, founder of APES.
“A panda is the ‘poster child’ for wildlife conservation -- and when it comes to preservation, it really is survival of the cutest, not the fittest,” explained Joe Sciarrotta, chief creative officer, O&M Chicago. “We wanted to shine light on the ‘forgotten’ primates, centering our story around a gorilla who sadly knows his chances of protection are greater if he appears more like a panda.”
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