An animal, its picture, its story
Client and partner: Far East Russia Orca Project (FEROP) and Shifting Values
Goal: Placing the fascination with an individual into the centre of communication about whales, and thereby promoting the protection of whales.
Task: planning a worldwide campaign, implementation and media work in cooperation with the FEROP team
Period: April 2012
In April 2012 the Far East Russia Orca Project (FEROP) and SHIFTING VALUES release information about the first ever observation of an all-white adult male orca. This orca, named ICEBERG by the team of scientists around whale expert Erich Hoyt, has been observed in the North Pacific, east of the Kamchatka Peninsula.
The reactions to the sighting of the “White Russian” are stunning, granting him popstar-like status overnight. The official YouTube clip earned more than 650,000 visitors in the first week. In addition, more than 200,000 visitors in one week watched the Iceberg clip featured by Russia Today. In Germany alone, more than 80 different print media publish his picture.
ICEBERG is a striking evidence for the fact that the uniqueness and beauty of wildlife fascinates people all over the world. This is very important, because fascination is an important motivation for nature conservation – and that’s what the young and dedicated scientists of the Far East Russia Orca Project want to achieve off Kamchatka and the Commander Islands. They want to direct attention to beauty and diversity, as opposed to growing economic interests of the fisheries and petroleum industries in the region.