With figures showing that lions have declined 90% over the past 75 years, National Geographic knows that action is needed quickly and it was with this immediacy that they approached us launch a poignant campaign to raise awareness of its 'Big Cat Initiative' – a scheme established to support the scientists and conservationists working tirelessly to save big cats in the wild.

Keen to get our claws stuck in, we enlisted the assistance of renowned street artist, Dean Zeus Colman, to design and create a vanishing 'missing' cat poster in the heart of the City.  Not only did Archie look magnificent looming over St Paul’s Cathedral but when members of the public stepped across the artwork it was rubbed off and Archie slowly began to disappear, a poignant reminder of the rapid disappearance of so many big cats in the wild.  And to ensure this was more than just a stunt, a nationwide Missing Poster campaign has gone live across UK cities today.

Mandy Sharp