Client: Tetra Pak Japan
Agency: Saatchi & Saatchi Fallon Tokyo
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.