The cruelty of killing fox cubs for sport is highlighted in a TV sports show parody created by Engine Creative, officially launching as House 337 in September, for Keep The Ban – a non-profit organisation that campaigns against the hunting of wildlife for sport, including the killing of fox cubs through a practice called ‘cubbing’ which is used to prepare the hounds for the foxhunting season.
‘Cubbing’, the equivalent of the ‘pre-season’ for foxhunting – which typically occurs in late August and September – involves hunters training their dogs to kill fox cubs as they are easier to catch than adult foxes.
The practice is responsible for slaughtering thousands of defenceless fox cubs in England and Wales each year. Yet few members of the public know about it – 88% of people have never heard of it, and just 5% know what it is, making cubbing one of fox hunting’s dirtiest secrets – but when it is explained, 69% of people are against it, according to Keep The Ban research conducted in July 2022.
Under the 2004 Hunting Act, fox hunting, deer hunting, and hare hunting are illegal in the UK. Several exemptions under the act are used by fox hunts to avoid prosecution, however, making it difficult for the police and Crown Prosecution Service to enforce the hunting ban – a situation Keep The Ban is campaigning to change.
To support Keep The Ban’s work, Engine set out to raise awareness of cubbing and help efforts to persuade more people to support the campaign against it.
This professional campaign titled 'The World's Worst Sport' was published in United Kingdom in August, 2022. It was created for the brand: Keep the Ban, by ad agency: Engine Creative. This Film and Integrated media campaign is related to the Public Interest and Sports industries and contains 1 media asset. It was submitted over 1 year ago.
Client: Keep the Ban
Rob Pownall Matt Smithers
Chief Creative Officer Billy Faithfull
Creative Director Steve Hawthorne, Katy Hopkins
Creative Doug Redfern
Creative Joe Roberts
Designer Aaron Pacey
Senior Influencer Strategist Paul Lynch
Senior Strategist Jack Cartwright
Account Management Rich Williams
Agency Producer Henry Davies
Production Company Biscuit Filmworks x Revolver
Executive Producer Sam Chitty
Director Glue Society
Producer Adam Farley
Post production The Mill
Post-Producer: Kathryn Wigginton
Colourist: Maruf Kahn @ The Mill
Sound Design String and Tins