Welcome back to our eighth and final Sofa Session of 2020 – a whole year of zooming best-in class social expertise straight to your screens.
BORN FREE WINS A WEBBY
HURRAH! Our recent work for Born Free has only gone and won a People’s Choice Award at the International Webby Awards!
‘The Bitter Bond’ is an emotional animated story of a lion keeper and her cub that ends in the ultimate betrayal. Set to the famous track “Born Free” by Matt Monro, the two-minute film was designed to provoke a visceral reaction in people to encourage them to share on social media. And share they did.
Without any media spend it achieved over 11 million views and was shared over 300,000 times – by some of the world’s biggest influencers, including Ellen DeGeneres and Ricky Gervais. It gathered over 250,000 signatures for the petition.
And best of all, it has achieved meaningful change. A month after its release the South African Tourist Services Association changed its policy and now no longer recommends any human interaction with predators: no photos, no cuddling and definitely no hunting.
After collaborative efforts achieved so much during 2020, Engine’s CSO argues the industry should work together to bring about change.