Tokyo - Imagine if all the
animals in the forest could tell you what they were really thinking. Saatchi & Saatchi Fallon Tokyo has released a new campaign for Tetra Pak
Japan that encourages people of all ages to select eco-friendly packaging and highlights
Tetra Pak®’s endorsement from the Forest Stewardship Council (FSC®).
In 2014, Tetra Pak
Japan became the first and only paper pack manufacturer in Japan to win
official endorsement from the FSC®, whose rigorous standards ensure that all
materials are sourced from well-managed, sustainable forests. Tetra Pak® wanted
their customers – major drink manufacturers – to know about this and also encourage
consumers to purchase FSC® labelled packs.
Most people in Japan
haven’t heard of Tetra Pak®, let alone FSC®. Further, Saatchi & Saatchi Fallon’s research confirmed that although nearly everyone
claims they want to make a difference to the environment, very few are willing
to be inconvenienced to do so – this even includes spending an extra few
seconds at the convenience store to check for eco-friendly packaging.
What was needed was
a piece of communication so simple it would appeal to all ages and so much fun
you’d not only be convinced to go out of your way to buy the product, but also
pass the message on to your friends. The solution? Having adorable animated
forest creatures speak their minds with new lyrics to an infectious tune.
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”) and includes participation from 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 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.
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 (you can even brush up on your Monkey-ese!).