Award-winning independent animation studio Aardman partnered with creative specialists Catsnake to develop a 2D watercolor-style animated ad celebrating the work of RSPB, a large UK charity for nature conservation. The lively spot, Time passes, features the voice of Oscar-winning actor Jim Broadbent and is now broadcast on television and online; the ad’s release coincides with Remember a Charity week (September 6-12).
Catsnake developed the creation to target the charity’s audience, which through brand research has proven to have an inherent connection to nature and an appreciation for its importance to our collective future. The metaphor of a lost baby blue bird has been used to illustrate that, like the bird separated from its parents and trying to find its way home, people have disconnected from nature and which the RSPB is working to rebuild this link.
The animation and watercolor design are meant to induce feelings of nostalgia with the handcrafted aesthetic tied to the organic nature of the story. Together with director Bram Ttwheam, Aardman’s team of experts brought the film to life.
“Working with Aardman on the Time passes The TV commercial for the RSPB was an absolute pleasure, ”said Edward Dark, co-director and CEO of Catsnake. “You never really know if a company’s good reputation holds true until you start working with them and I’m delighted to say Aardman has lived up to their brilliant reputation! “
“Catsnake has a penchant for strong storytelling with a lot of heart,” Ttwheam noted. “Edward communicates with such clarity and aplomb that it was an absolute pleasure to share a vision. Pieces with such rich stitching rarely happen and it was a joy to explore the endless possibilities. Working in a different style and telling a story of this magnitude has been extremely rewarding. If the opportunity to work together ever comes again, I will take it with both hands.
“We are extremely proud of our new traditional TV commercial; the successful culmination of months of work between the RSPB Legacy team, Catsnake and Aardman, ”commented Vicki O’Hare, RSPB Legacy Marketing Manager. “The way the story is told through stunning animation will hopefully touch the hearts of people across the country as they follow our nascent Blue Tit’s journey through a changing landscape; one that can only be saved for future generations by acting now. Will donations represent over a quarter of RSPB’s revenue, so it is essential that we raise awareness of their importance.
It is hoped that the film will help raise awareness of the vital conservation work being done by the charity and inspire everyone to help ensure a healthy environment for wildlife in the future by remembering to leave a legacy to the RSPB.