Publicis Asia ECD Shaun Branagan has developed a TVC to accompany bus and MTR executions for the campaign, which will launch in January. The TVC shows a mainland bear farm, set to a soundtrack of a young girl singing to the tune of French nursery rhyme Frere Jacques, and will run on Star TV.
"It's quite chilling," said Animals Asia executive director Annie Mather. "They've taken the tune and changed the words and had a little girl sing it in an eerie voice, over the visual of a bear in a cage that you think might be dead."
The bus ad, meanwhile, uses the copy, 'You can get out. They can't', with pictures of the bears in cages, while the MTR execution follows a similar format.
