‘Blink. And They’re Gone’ – Campaign to Preserve Indigenous Cultures

Image by Jimmy Nelson via JWT

JWT India and J. Walter Thompson Amsterdam have partnered with renowned photographer Jimmy Nelson to send a warning that the world is at risk of losing its global cultural heritage by squandering the cultural identities of the last indigenous peoples.

Nelson’s wonderfully shot photos bring to life a disturbing issue with the message: “Blink. And they’re Gone”.

Image by Jimmy Nelson via JWT


Shot by Nelson, who has photographed indigenous cultures for the past 30 years, the campaign was conceptualized and created along with JWT India and J. Walter Thompson Amsterdam.

The campaign kicked off with a short film titled using over 1500+ photographs taken by Jimmy Nelson during his journeys into the far corners of the world, showing the never-seen-before images of 36 of the last indigenous communities of this earth.


The film is the first start of a wider campaign for 2019, which will see Nelson will work with J. Water Thompson to raise awareness of indigenous cultures – and to foster pride and respect for their irreplaceable traditions.

“If we let the cultural identity of the indigenous people disappear now, it will be lost forever,” said Nelson. “It’s literally a case of BLINK and they’re gone. And if this happens, we will lose one of the most valuable assets we have – our rich human cultural diversity and heritage. The depth and wealth of our humanity will shrink. This must not happen.”

Nelson is not without his critics, as he presents cultures in an aspirational and stylized way – which has previously caused some controversy amongst anthropologists and purists.

Nelson, however, believes that the beautification of indigenous cultures is an important message for greater humanity – and one that is needed now more than ever.

Join the fight for the preservation of cultural identity, here, at Nelson’s homepage.

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