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

4 hours ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

4 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

4 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

4 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.