No difficult second album syndrome
Notably the creative team say they had no doubts about the campaign, in the wake of the huge success of last years’ ‘The Bitter Bond’ animated film which achieved over 11 million views and 250,000 petition signatures, despite zero media spend. A push which resulted in the South African Tourism Services Association withdrawing support for any interactions between tourists and wild animals, such as lion cub petting.
“The second album thing never really entered our minds to be honest,” said Agius. He adds: “Bitter Bond was a brilliant piece of work that came out of a very different brief by another creative team at ENGINE. We were just happy to have the opportunity to make something new for a charity that puts so much trust in their agency.”
The power of real voices
At the heart of this campaign are real voices, and the creative team agree that the voices are the most important part of the idea. Agius explains: “They had to be genuine and had to be captured at the peak of lockdown so the feelings everybody had were raw. We didn’t tell anybody why we were interviewing them until after we’d finished to make sure their answers were as true as possible.”
Ioulianou, adds: “We listened to hours of recordings and put together an edit that we felt had the right mix of humour and emotion. All the pauses and stutters and errms and repeated words are what give it that realness and charm that we’re so used to with Creature Comforts.”
The team agrees that the casting combined with the lived experience of lockdown are what brings this campaign to life. As Ioulianou explains: “The entire world has had a taste of what it’s like to be locked inside now. And the truth is, it’s not very nice. That context is what gives the film its power.”
As Agius says this really makes the creative idea tangible. He says: “Everyone can now more easily imagine what it’s like to be a wild animal in captivity and should be more motivated to help stop it happening by donating to the Born Free Foundation.”