The United Nations have announced seizures of illegally sold pangolins have risen from 14,000 per year in 2014 to 142,000 in 2018, but also estimates that the number of pangolins actually killed from illegal trade is in the millions, making pangolins the most illegally trafficked mammal in the world.
In July 2020, China upgraded the protection level of pangolin to national level Class I. However, the illegal trade of pangolin is still rampant. Seeing the need for public awareness and action to help the pangolins fight for their survival, dentsu mcgarrybowen China created a unique anthem and music video in hopes to gain the support from the Gen-Z audience.
Instead of a traditional approach, the creative team used a new approach by manifesting the pangolins’ frustrations into an anthem and music video featuring Angry Pango, an exaggeratedly angry pangolin. The music video uses mixed visual languages to dramatise Angry Pango’s suffering and is soundtracked with melodic heavy metal and enraged lyrics – describing how humans hunt and tear them apart, to being accused of COVID-19, and even advising humans to live better lifestyles!
Through this fantastical and raw music video, people are able to understand the severity of the situation for the pangolins and be motivated to take action by donating or simply sharing the music video.
This professional campaign titled 'Angry Pango' was published in China in June, 2021. It was created for the brand: China Biodiversity Conservation and Green Development Foundation, by ad agency: Dentsu. This Content medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 2 years ago by Senior Creative Director: Andrew Shee of dentsu mcgarrybowen.
Advertising Agency: dentsu mcgarrybowen China, Shanghai, China
Film Production House: Pyramid Film Quadra
Audio House: Maveriq Studios
Chief Creative Officer: Kazuki Tsuburaku
Executive Creative Director: Tadafusa Honda
Creative Director: Andrew Shee
Creative Director: Loo Swee Mei
Creative Director: Yuma Shingai
Senior Copywriter: Meng Qian
Senior Art Director: Eric Pang
Senior Art Director: Dannie Huang
Film Director: Shuhei Murata
Executive Producer: Sakaguchi Choji