Plant-based food brand NotCo, in collaboration with creative agency GUT Mexico City, debuted this campaign film titled “Not So Happy Animals,” which focuses on raising awareness and promoting the adoption of a plant-based diet.
“Not So Happy Animals” follows the satirical stories of several animals–a chicken, a cow, a pig, and more, cheerily singing about their sad and tragic lifes, while being marketed and pictured as happy. Towards the end of the video, the campaign provides a call-to-action that starting today, anyone in the U.S. can go to nothappy.com and scan animal logos commonly found in public spaces. When they scan the logos, they are brought to life using AR and reveal a message about the animal in the form of a song. People will also be directed to discover and purchase one of the NotCo plant based products created by chefs with the help of AI.
“We frequently find restaurants, butcher shops and even frozen food brands that use happy animals in their logos. We are so used to seeing this in advertising that we often overlook the reality behind those smiles. The idea for this campaign was born from questioning: what would really make these animals happy?” shared Guido Donadio and Sebastian Regiani, ECDs at GUT, in a joint statement.
“We know that a campaign with these levels of irony and a simple but powerful insight is not common. As a result, we created the nothappy.com application, with the mission to provide people with the necessary tools to actively participate in the campaign (via the webapp) and invite them to try our products with a discount. At GUT, we believe that no provocation is complete without providing a space where people can take concrete actions, so we thought this would be a perfect way to do that,” said Ramiro Rodriguez Cohen, CCO at GUT.
Behind the campaign were production house PRIMO Mexico and animation studio BITT with Javier Laurenco and Alvaro Ortega Bianchi serving as animation directors.
CreditsClient NotCo Agency GUT Mexico City Ramiro Rodriguez Cohen, chief creative officer; Sebastian Regiani, executive creative director, copywriter; Guido Donadio, executive creative director, art director; Guido Donadio, Sebastian Regiani, Jeffrey Schermer, Rachel Fund, Saimon Arce, lyrics; Paula Sanchez, head of production; Francis Pena, sr. producer; Geraldine Salcedo, content lead; Manuel Montes de Oca, Marcela Chávez & Marco Antonio Carranza, animator webapp; Pablo Peña & Marco Antonio Carranza, illustrator webapp. Production Company PRIMO Mexico Martin Jalfen, Mike Usandivaras, directors; Jaime Videl, managing director; Omar Uscanga, production director; Odille Mondragon, exec producer; Mariano Monti, DP; German Zecchi, 1st AD; Lucia Rodriguez, art director. Production Services, Uruguay Metanoia Giacomo Prestinar, editor; Ellas Post, Daniela Balcazar, postproduction coordinator. Animation Company BITT Javier Laurenco, Álvaro Ortega Bianchi, animation directors; Pilar Ramirez, Mariela Fabregas, heads of production; Guada Tellado, exec producer; Julia NOvio, producer; Mailen Gayosa, coordination. Music Papa Music Color Correction Nadia Khairat, colorist. Augmented Reality Agency Genosha Martin Rabaglia, tech director; Paula Martinez, project manager; Lautaro Sanchez, UX design; Belen Rosati, visual designer; Juan Cruz Rabaglia, Angela “Volko” Curzi, AR developers; Lautaro Gennari, QA
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More