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Title of Entry: The Bitter Bond
Brand: Born Free Foundation
Product/Service: Charity
Client: Born Free Foundation
Entrant Company: ENGINE
Creative Agency: ENGINE
Duration of Entry: 02:00
Creative Director: Steve Hawthorne & Katy Hopkins
Sector: 45054
Production Company: Blinkink and Zombie Studio
Producer: Bart Yates, Natália Gouvea, Stefanie Dias Cinematography by: Lucas Barreto
Date of Release: 2019-09-24
Director: Daniel Salles and Paulo Garcia
Notes: Born Free wanted the world to know that most lions in South Africa aren’t born free. They’re raised in captivity, exploited for profit, then sold to hunters. So we created ‘The Bitter Bond’: an animated story of a lion keeper and her cub that ends in the ultimate betrayal. The film has gathered over 13 million views, 300,000 shares (including by Ellen DeGeneres) and over 275,000 petition signatures. But best of all, the South African Tourist Board has changed its policy. It no longer recommends any activity where there is human interaction with predators. No cuddling. No photos. No hunting.
Other Credits: Creatives - James Hodson & Jason Keet
Other Credits: Executive Creative Director - Paul Jordan
Other Credits: Account Handling - Eve Bui, Tom Butler, Katie Gould
Other Credits: Social - Gemma Glover & Jack Cartwright
Other Credits: Agency Producer - Stefanie Forbes
Other Credits: Planning - Laura Sammarco
Other Credits: Animation producers - Marcio Lovato, Antonela Castro, Leticia Harumi