This hard-hitting spot opens on an auction room with people bidding for a rare ivory tusk with a particularly firm battle between two consumers. As the bidding intensifies the background noise of elephants running becomes more prominent. Once final bid is placed and the auctioneer's hammer is about to strike, the sound effects crescendo with an elephant's cry and we see a close up of the winner's face splattered with blood. 

By seamlessly compositing an injured elephant into the room The Mill bring to life the reality of ivory hunting and close the spot with a powerful message. Mill Colourist James Bamford graded the spot to reflect the compelling nature of the piece.