The statue has been added to the famous pride of four lions that have become a staple tourist attraction in the London square. It consists of more than 500 clock parts and mould, and took more than a month to make.
The activation aims to communicate that 'time is running out' for Africa’s wild lion population, which is continuing to drop in numbers. Countdown presenter Rachel Riley presented Trafalgar Square’s latest addition to press this morning.
Consumers are being encouraged to take a snap with the beast, which is surrounded by posters explaining the plight of the wild lion. The live activity supports National Geographic’s awareness-raising Big Cat Week campaign.
The three-foot high sculpture will eventually be auctioned off to raise money for the Big Cats Initiative. Funds raised by the charity go directly into helping reduce poaching, combating lion snaring, providing treatment to snared lions and educating local communities on how to coexist with big cats.
Agency Premier is working with Nat Geo Wild to stage the stunt, while Sketch Events created the sculpture.
Leigh Debbage, creative director at Premier, said: "We were briefed to create a thought-provoking stunt to promote Nat Geo's Big Cat Week following the success of the T-rex autopsy campaign in June. The challenge was to sensitively convey the threat to the species and the great work of the Big Cats Initiative and there was only once place to do this, amongst the iconic lions of Trafalgar Square, before a charity auction.
"We couldn't be happier with the result and the media response so far has been terrific."
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