BANG by The Jupiter Drawing Room South Africa for COMMUNITY LEAD ANIMAL WELFARE (CLAW)

BANG

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Industry Public awareness, Environmental & Animal Issues
Media Promo & PR, Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan
Art Director Gareth Pretorius Johannesburg
Copywriter Darren Kilfoil Johannesburg
Editor Dave Hiller
Released December 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: COMMUNITY LEAD ANIMAL WELFARE (CLAW)
Product/Service: ANTI-FIREWORKS CAMPAIGN
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Dec 25 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Executive Creative Director: Thomas Cullinan (The Jupiter Drawing Room South Africa)
Copywriter: Darren Kilfoil (The Jupiter Drawing Room South Africa)
Art Director: Gareth Pretorius (The Jupiter Drawing Room South Africa)
Sound Engineer: Jon Culverwel (Sonovision Studios)
Sound Engineer: Sean Jefferies (Cut and Paste)
Editor: Dave Hiller (The Deli)
TV Producer: Helen D'Hotman (The Jupiter Drawing Room South Africa)
Media placement: Cinema Campaign - 1 Spot - NuMetro Theatres - 25 December 2009

Results and Effectiveness
Using cinema to its full potential, and mixed to 96 decibels, a client with a small budget gets an ad with a big impact. Research conducted outside of the cinemas as the patrons left showed the message had really hit home.

Creative Execution
Using the medium of cinema, we got the audience to fully empathise with what animals go through when fireworks are being let off. The ad opens with a black screen accompanied by the ambient sounds of just about any suburban neighbourhood, After a while, the screen fills with a burst of bright light accompanied by a loud explosion simulating the same sudden frightening experience as when fireworks are let off. The screen returns to black again with the calm ambient sounds and messaging that reads: “Nobody warns them either. Please, consider animals this festive season.”

Insights, Strategy & the Idea
Every festive season, people setting off fireworks in suburban neighbourhoods leaves the volunteers at CLAW having to deal with the aftermath of injured and traumatised animals. Sheer terror from the explosions can cause the animals to jump through glass windows or escape out onto busy roads. On a very limited budget, we had to convince people to stop setting off fireworks in their neighbourhoods.