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Award: Wood Pencil

Wood Pencil / Direct / Digital / 2009

This film was created to raise awareness of the International Fund for Animal Welfare and the work they do to protect critically endangered species like the gorilla. The idea was to re-make one of the most famous and best loved commercials of recent times, and put a very serious twist on it. To ensure even more cut-through, the viral was left virtually silent, giving the film a sombre and chilling mood that really dramatised the message. The film went viral in a big way, being uploaded, blogged, tagged and shared – gaining a huge amount of free media and PR. It reached an estimated 600,000 people in one form or another.

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