To those who grew up watching the Lion King or even nature shows, the image of a lion roaming free in the wild seems natural. However, here’s a sobering truth about the lions in South Africa: at least 70% of them are held in captivity.
In “The Bitter Bond,” a cub is nurtured by a caretaker in a farm-like space. One can see the bond between the two as the cub clings to the caretaker’s side when tourists show up. However, as the lion ages, the caretaker eventually opens the gate of the farm and releases him to the wild where he roams and enjoys his freedom.
After a while, the caretaker shows up again and the lion happily runs to her. As the viewer anticipates the heartfelt reunion between the two, a shot goes off and the lion falls.
In the last moments of his life, the lion sees his caretaker clap for the hunter and receive money for his death.
This is the reality that lions face in South Africa. Demonstrated in the animated campaign video by Blinkink, Zombie Studio, and Engine is a practice called canned hunting.
The captive lions are bred for tourists to cuddle and take photos with but once they grow too big, their owners sell them to trophy hunters. Unknowing of their faiths, the lions are released into the wild until the hunter shoots and kills them.
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