Egemedya operates in media planning and purchasing fields. It works with the vision 'A media planning agency should be well aware of the target group of its brand and communicate with the channels with which it can reach the target group.' This viewpoint is our main idea. We tried to describe the problem that would be encountered on the contrary. We used cows and leopards, dogs and zebras, birds and giraffes, which are completely different animal species. We combined the skins and sounds of animals. We strengthened the idea with the slogan 'The Wrong Channel Is Setting the Wrong Message'.