TOKYO – Saatchi & Saatchi Fallon Tokyo has combined animated forest creatures and an infectious kids’ tune sung by a famed anime voiceover talent for a Tetra Pak Japan campaign encouraging people to choose eco-friendly packaging.
The campaign also highlights Tetra Pak’s endorsement by the Forest Stewardship Council after the brand became the first and only paper pack manufacturer in the country to win the latter’s endorsement this year.
In the campaign, famed anime voiceover artist Akira Kamiya does a version of a favorite kids’ tune, ‘Colonel Bogey March’, dubbed ‘Dobutsu Honne March’ (‘The Animals Speak Out March’, featuring participation by all sorts of creatures such as a bird of paradise, a frog and an anaconda to name a few.
During the happy melody, the hand-drawn animals explode with anger at the way careless humans treat the forest, grabbing the viewer’s attention with a shocking visual transformation of the animation style and witty wordplay.
Just as a bulldozer appears to be spelling doom for the forest, FSC® lumberjacks arrive to save the day, planting new trees and creating harmony between people and animals. The horizontal scrolling website recreates the marching experience, with a few surprises along the way.
Saatchi said the treatment was necessary as research had showed that although nearly everyone claims they want to make a difference to the environment, very few were willing to be inconvenienced to do so – even if this included spending an extra few seconds at the convenience store to check for eco-friendly packaging.
To break through, the agency opted for communication that was simple, would appeal to all ages and packed with plenty of fun in the form of adorable, animated forest creatures speaking their minds with new lyrics to an infectious tune to convince viewers to go out of their way to buy the product, but also pass the message on to your friends.
Since it was uploaded on September 29, the online video has garnered 85,000 views
