Matthew Miller
Oct 10, 2014

Adorable animals angrily agitating about environmental awareness

JAPAN - Cute and cuddly animals erupt in sudden fits of rage toward humans and their destructive ways in an online video that aims to make shoppers consider the environmental impact of product packaging.

Client: Tetra Pak Japan

Agency: Saatchi & Saatchi Fallon Tokyo

Market: Japan

Campaign scope: Online film

Details: The client wants to encourage environmental packaging choices on the part of consumers and its direct customers, drink manufacturers. The company also wants to promote the fact that it is the first paper pack manufacturer in Japan to receive an endorsement from the Forest Stewardship Council (FSC), whose "whose rigorous standards ensure that all materials are sourced from well-managed, sustainable forests."

Press release quote: "The 'Colonel Bogey March' is well known to all Japanese people as a children’s song with the lyrics 'Monkey, Gorilla, Chimpanzee'. The Tetra Pak version, sung by famous anime voiceover artist Akira Kamiya, is called 'Dobutsu Honne March' ('The Animals Speak Out March')... During the happy melody, the hand-drawn animals explode with anger at how the forest is being mistreated by careless humans, grabbing the viewer’s attention with a shocking visual transformation of the animation style and witty wordplay."

Comments: We can't agree with the assertion of "witty worldplay", at least not based on the subtitled version (below). For example, the monkey says "It's just CHIMPossible to live here anymore!", and the frog says "I TOAD you not to bother us".

However, we can't argue with the message, and the FSC certification is certainly worth celebrating. Whether the firm's customers will adopt the most environmentally friendly packaging because of an animated video is another matter, but we can hope.    

Subtitled video:



Just Published

7 hours ago

Why streaming services should consider product ...

The managing director at Hylink makes a case for a more traditional tactic of product placement over ad-based marketing.

7 hours ago

Women to Watch 2022: Carbo Yu, Sinclair

Leading the APAC growth strategy for PR agency Sinclair, Yu's determination and business prowess have helped her to achieve year-on-year revenue growth.

7 hours ago

'Legacy brands must constantly innovate to stay ...

The 112-year-old French beauty giant has bounced back to pre-pandemic level sales while the SAPMENA region will be the key 'growth engine' for its future, according to its consumer products division general manager.

8 hours ago

How should marketers approach the Qatar World Cup?

With rising global inflation and economic uncertainty, Campaign explores the opportunities and challenges facing brands as one of the busiest times of the year collides with a major sporting event.