The campaign was to highlight the current state of decline of the Amazon and present some hope for the future through ways of conservation.
Undiscovered Amazon tells us that there is more to discover in the Amazon Rainforest that we desperately need to protect. The campaign focuses on the endangered giant otter who inhabits the rivers of the rainforest. When looking at aerial photos of the Amazon there are distinct layers of forest, land and rivers. Each layer has been represented by torn paper, which shows the effects of deforestation stripping back the forests canopy’s, as well as the many layers of the Amazon that we have still to discover. FSC paper stock made from the pulp of recycled coffee cups was used across the project to further implement the importance of sustainability.