LONDON – Born Free Foundation launched a 60-second spoof ad to close the sale to raise awareness of the decline in wildlife.
The online spot created by the agency Engine is part of a campaign that was to be launched alongside Black Friday and Cyber Monday. It contains images of tigers, rhinos, psoriasis and elephants in the wild, which are overlaid with garish sales graphics.
A larger than life UK seller says there are “incredible discounts on all of your favorite pets. Tiger: below; Leopards: below; Rhinos: not 70%, not 80%, but now up to 90% less. “
The spot is part of a broader social and outdoor campaign, with a series of executions at locations donated by Jack and Ocean Outdoor, and aims to raise funds for charities and wildlife adoptions. It will run until the end of December.
The social activity involves taking over the charity’s Instagram page so it appears to be a pop-up shop.
Will Travers OBE, Executive President and Co-Founder of Born Free, said, “People who care can really do something about it by adopting a wild animal with Born Free this Black Friday – maybe we should call it Wild Friday instead . With Christmas coming up, animal adoptions are a wonderful gift this time of year too. “
Katy Hopkins, Creative Director at Engine, added, “We wanted to highlight that this sales season could save people more than money by adopting an animal with Born Free – and the urgency of promoting it seemed like the perfect way to get around that Desperate to highlight the state of the world’s wildlife. “
In July, the agency partnered with Aardman Animations on a place that related trapped animals – by taking people’s frustrations with life in Lockdown and putting their words into the mouths of caged, animated creatures.
Chief Creative Officer: Billy Faithful
Creative Directors: Katy Hopkins & Steve Hawthorne
Art Directors: Jason Keet, Alicia Job
Copywriters: James Hodson, Jessica Watson
Account Directors: Owen Keating, Tom Butler
Agency Producers: Laura Melville, Henry Davies
Planner: Rob Jennings
Photographers: George Logan, Martin Harvey
Director: Chris Boyle
Production company: Private Island
Producer: Helen Power
Editor: Private Island
Post production: Private Island
Sound design: Ben Leeves, jungle
Main designer: Kaoru Sato