Greenpeace is helping nature fight back against the toxicity of humankind! This anthropomorphised seal with an assault rifle is a visual metaphor for that fight.

It plays on contrasts - he’s cute but he’s a killing machine, Greenpeace contains the word peace but we want you to join the fight. You get the idea.

A campaign designed to generate more signups and donations for Green- peace. The brand is already instantly recognisable - so the ad only needs to portray a compelling message. There is nothing - nothing - more striking or interesting than an animal head on a human body.