Listen to the birds. It’s part of a popular saying but when was the last time you actually noticed – or heard – birds’ voices? Humans take birds for granted, while every year, every season, their voices are getting quieter and quieter around us. In the Netherlands – and beyond – birds are disappearing, from our landscape, from our farmland and waters, and from our villages and towns. Almost half of the breeding bird species in the Netherlands are threatened with extinction. The need to protect the world’s feathered creatures is becoming more urgent than ever. Humans can help. So Vogelbescherming Nederland is paving the way for a more bird-friendly world, by calling for donations in a new campaign created with KesselsKramer.
The campaign highlights three different species on the edge of disappearing completely. But it also shows how there are simple solutions to improving their living conditions – and their chances of survival. It points the way towards an easy way to help.
The creative work consists of several eye-catching short videos, social content, display ads, a radio commercial and a campaign website (reddevogels.nl). The creative idea is a riff on the old ‘now you see them – now you don’t’ adage – brought to life in a simple, clear, yet subtly stylised visual direction with a slightly retro look and typeface. They’re a subtle reminder of times gone by, hinting at decades when things were going better for our birds.
Rens de Jonge, creative director at KesselsKramer, commented,“It’s always important to listen more to birds –not only because of their beauty, but because of what they teach us. If we fail to hear their cries for help now, we may never hear their song again.”
Listen to the Birds is KesselsKramer’s first work for Vogelbescherming Nederland, its message in line with the organisation’s broad range of ambitions. For decades, Vogelbescherming Nederland has been the human voice of birds in the Netherlands, lobbying politicians, the business community and the public – a voice that humans need to listen to now more than ever.
Monique Mourits, Vogelbescherming Nederland, stated, “Our birds are a good indicator of the health of our ecosystems as a whole. And, unfortunately, many birds are not doing well. This campaign shows everyone how to contribute towards a solution.”
Credits:
Client: Vogelbescherming Nederland
Agency: KesselsKramer
Film Production: PlusOne
Sound: Sounds by Thomas
Voice-over: Vincent Rietveld
Web development: New Story
Webcopy: Dieke de Boer
Media: Feli Hansen
Research & testing: Motivaction
Project management: Chantal Bartels
