Wildlife charity, Born Free Foundation, is having a massive Black Friday sale with a massive TVC in the classic massive sale style. The charity is promoting massive reductions – similar to the massive reductions in animal numbers. The campaign by Engine, urges the British public to adopt an endangered animal this Black Friday, explaining that wild animal populations have fallen 70% since 1970.
The commercial draws attention to the “incredible reductions of all your favourite animals”, including tigers, leopards, rhinos and lions, with impossible to ignore ultra-bright colours and a shouty salesman voice.
“We’re down to the last few remaining, so hurry – when they’re gone they’re gone,” the salesman (actor, Harry Peacock) ad explains that wild animal populations have fallen 70% since 1970.
Will Travers OBE, Born Free executive president and co-founder, stated, “Nature is in big trouble. More than 1,000,000 species face extinction. But we’re not going to let Nature Close Down. 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 looming, animal adoptions also make a wonderful gift at this time of year.”
Katy Hopkins, creative director at Engine Creative, explained, “We wanted to highlight that people can save more than money this sale season, by adopting an animal with Born Free. And the intrinsic urgency of sales advertising felt like the perfect way to highlight the desperate state of the world’s wildlife. Our fantastic working relationship with the Born Free Foundation meant that we were able to roll out this brave, impactful campaign across various media – one of the highlights being turning its Instagram feed into a digital Pop-up Shop.”
The campaign launched on Black Friday, November 27 and is running for four weeks. The film is supported by a social campaign led by Twitter, Instagram and Facebook, OOH donated by Jack and Ocean Outdoor. Engine has also created a digital pop-up Instagram shop for the campaign, enabling users to click through one of a dozen campaign-related posts to pay direct to adopt an endangered animal by sponsoring it for as little as £3 a month. People can also adopt an animal through the Born Free website.
Nature’s Closing Down Sale is Engine’s third campaign for Born Free Foundation in just over a year. In July, Creature Discomforts: Life in Lockdown highlighted the emotional toil of lockdown to highlight the plight of animals in captivity and in September last year, Engine exposed the brutal truth behind lion tourism in South Africa through its animated film, The Bitter Bond.
Creative Agency: Engine
ECD: 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
Production Company: Private Island
Director: Chris Boyle
Producer: Helen Power
Editing & Post Production: Private Island
Sound Design: Ben Leeves @ Jungle
Lead Designer: Kaoru Sato
Client: Born Free Foundation