For everyone who has become immune to having their heart ripped out by campaigns asking them to help protect endangered wildlife, here’s one designed to make you laugh. The refreshingly humorous approach the Royal Society for the Protection of Birds (RSPB) comes from the GOOD Agency and animation studio Blue Zoo, both B Corp companies.
Each short video in the campaign series features a futile attempt by bird or animal to fight human destruction of its habitat. In each case, the funny failure – a mass squishing of bees who’ve flown valiantly into the windscreen of a wrecking ball crane, a battalion of brave hedgehogs being buried under a load of trash they’re trying to stop from being dumped, for example – is concluded with the message, We Campaign Because They Can’t.
The videos are short, sharp and entertaining – and their humour gives them a power that work for good rarely uses. The campaign, that balances humour with urgency, is based on insights from IPA which shows that humour is one of the most effective tools to make advertising stand out.
Director, Dane Winn, noted, “Our goal was to create an emotional connection with the audience; making them laugh, reflect, and act. The charismatic characters we’ve introduced carry the weight of their message with a hopeful note, encouraging viewers to support the RSPB’s mission.”
The campaign, running on Tik Tok as well as Facebook and the RSPB website, hopes to attract young people in particular to support its work.
Damian Hook, Blue Zoo’s head of shortform and advertising, stated, “Embarking on this project with GOOD Agency was brilliant. It’s rare to find another team whose values align so perfectly with ours, especially in the pursuit of crafting powerful messages for the greater good. The collaboration felt natural, culminating in a series of short films that we are immensely proud of.”
Bryn Attewell, the executive creative director of GOOD Agency, added, “When we initially proposed the concept, We Campaign Because They Can’t, we saw a great opportunity to bring humour into this campaign while highlighting a serious issue. Showcasing how wildlife needs human intervention was a strong message and one ideal for animation, which is why we felt Blue Zoo was the perfect partner.”
Director, Dane Winn, noted, “Our goal was to create an emotional connection with the audience; making them laugh, reflect, and act. The charismatic characters we’ve introduced carry the weight of their message with a hopeful note, encouraging viewers to support the RSPB’s mission.”
Credits
Client: RSPB
Creative Agency: Good Agency London
Executive Creative Director: Bryn Attewell
Copywriter: Pav Rao
Account Managers: Eleanor Davies, Daniel Webb & Daisy Leeson
Animation Company: Blue Zoo Animation
Directors: Dane Winnart & Grant Berry
Production Managers: Chantal Baldwin & Rachael Exton
CG Lead: Arthur Tibbett
Creative Directors: Grant Berry, Tom Box & Damian Hook
Head of Production: Lizzie Hicks
Storyboard Artist: Joe Kinch
Designers: Grant Berry & Joe Kinch
