This shocking Black Friday sales pitch highlights the demise of our wildlife

Ad from the Born Free Foundation promotes 'Nature's closing down sale'

Published On
Nov 30, 2020

Editor's Pick

While Black Friday may be losing some of its luster this year, it's still a time of year when we're bombarded by sales pitches for heavily discounted products. The latest campaign from wildlife charity The Born Free Foundation takes the form of one of those, but what's "on offer" may shock you. 

Born Free (whose hard-hitting work this past year has included comparing the plight of captive animals with humans in lockdown and a Disney-style animation about a cute lion that goes sour) uses the "everything must go" format, with an aggressive pitchman, bouncy graphics and typically cheesy music, to highlight the demise in animal populations. The "sales graphics' in fact emphasize numbers of many much-loved animals - such as tigers, elephants and rhinos - are plunging. Meanwhile we see archive footage of endangered species in the wild being attacked by humans.

The campaign, by Engine, encourages people to adopt an endangered animal. “We wanted to highlight that people can save more than money this sale season, by adopting an animal with Born Free," said Katy Hopkins, creative director at the agency. "The intrinsic urgency of sales advertising felt like the perfect way to highlight the desperate state of the world’s wildlife."

Credits

Date
Nov 30, 2020
Client :
Born Free Foundation
Agency :
Engine
CCO :
Billy Faithfull
Creative Director :
Katy Hopkins
Creative Director :
Steve Hawthorne
Art Director :
Jason Keet
Art Director :
Alicia Job
Copywriter :
James Hodson
Copywriter :
Jessica Watson
Account Director :
Owen Keating
Account Director :
Tom Butler
Agency Producer :
Laura Melville
Agency Producer :
Henry Davies
Planner :
Rob Jennings
Photographer :
George Logan
Photographer :
Martin Harvey
Director :
Chris Boyle
Production Company :
Private Island
Producer :
Helen Power
Editor :
Private Island
Post Production :
Private Island
Sound Design :
Ben Leeves
Sound Design :
Jungle
Lead Designer :
Kaoru Sato

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