Digital elephants arrive in London to march against illegal ivory sale
THE herd of digital elephants that has been marching across the world’s electronic billboards to raise awareness of the crisis facing the animals reached London today.
More than 2,300 digital elephants on the #MarchforGiants started their trek through the big screen at Westfield Stratford City at 7am and will be live at the shopping centre all day.
The herd began its march yesterday in Hong Kong, before travelling to New York’s Times Square last night. Tomorrow it will reach Birmingham before ending in Manchester on Sunday.
Its UK arrival was marked by the presence of Oona the elephant, a life-size puppet operated by four people. It is starring in the theatre production of Michael Morpurgo’s Running Wild at the Hackney Empire.
The campaign shines the spotlight on the illegal ivory trade, and stars including Elizabeth Hurley, Ricky Gervais, Anna Friel, Joanna Lumley, Nicky Hilton and rugby player Will Greenwood have joined those signing up to raise awareness.
The money raised will support Space for Giants, the conservation charity of which Evening Standard proprietor Evgeny Lebedev is a patron. It is the charity’s mission to protect half of Africa’s 380,000 elephants by 2020. Hugh de la Bedoyere from Running
Wild said: “We are delighted to be a part of the March For Giants campaign and help support a wonderful charity like Space for Giants. We support the conservation of elephants, as our show tells the story of a young girl whose life is saved by an elephant.”
Londoners can still create a personalised elephant to join the parade and be part of a united global response to the threat facing Africa’s elephants.
The campaign is also backed by leading brands including National Express, Givergy, Maclaren, FIRSTavenue, Made by Riley, BCD Travel and children’s book character Elmer the Elephant.
The campaign is the world’s first to link global billboard space and was created by London-based creative agency 18 Feet & Rising, and brought to life by Popped, Free Folk and DOOH. com. The four-day virtual parade takes place on giant screens operated by Ocean Outdoor.
Running Wild is on tour across the country. For more information visit runningwildlive.co.uk