(post enviado por Cristina Alonso del Río, da Cheil de Madrid, texto original em inglês)
In 2014, photographer David Slater sued Wikimedia Commons, claiming authorship of a “selfie” taken by a monkey with his camera. A U.S. court recognized the lack of authorship of the image, ruling that it belonged to neither the photographer nor the monkey.
Animal rights have evolved over time to protect their lives and well-being but, until now, no one has made an effort to protect their image copyrights. So WWF and LatinStock joined forces to create Animal Copyrights: The first collection of images made by and starring animals, whose proceeds are donated in their entirety to the animals themselves. We combined the targets of two brands: WWF, who has spent the last 75 years fighting for animal rights and LatinStock, an image bank that administers the authorship rights of photographers all over the world. The campaign combined both targets: consumers of stock images and people interested in helping animals.
CREDITS:
Advertised brand: WWF. Latinstock.
Advert title(s): Animal Copyrights.
Headline and copy text (in English): The first collection of images, made by and starring animals, for animals.
Advertising Agency: Cheil, Madrid, Spain
Agency website: http://cheilbox.com
Executive Creative Director: Breno Cotta
Copywriters: Isaac Maroto, Cristina Alonso.
Art Directors: Diego Rodriguez, José Venditti.
Production Company: Jabuba Films
Published: May, 2015
POR 
ENG