If you try to think of some of the most memorable commercials you remember from your childhood, there is a good chance that at least one of them will involve an animal in one way or another. Animals appear in 20 percent of all commercials. They are used to symbolize courage, strength, elegance. They provoke feelings and reactions. According to some research, advertising is three times more effective if it has an animal as the protagonist, AJ Coyne, creative at the Australian branch of BBDO and ambassador of The Lions Share, told us at the lecture “How Creativity Can Save Our Wildlife”.
Coyne introduced the Lions Share project in Rovinj, an initiative that aims to encourage advertising brands to use animals to invest in their protection. “My friend got the idea while he was drinking beer and watching TV on the couch. He came across an ad that featured CGI cheetahs, which prompted him to think about how actors who appear in commercials get paid while animals are used for the same purpose, and they get nothing out of it” Coyne said.
The Lions Share project originated from this idea. Brands that decide to participate are committed to contributing 0.5 percent of the total media budget to campaigns that use animals, and the funds raised are used to help organizations specifically addressing endangered wildlife. The first brand to join was Mars. $ 16 million has been raised so far, and Coyne hopes to reach the $ 100 million goal.