Catsnake — a London-based agency that thinks big and gets stuff done — knows that stories can change the world for the better. Hopefully, its latest campaign made for the UK’s largest nature conservation charity, the RSPB, will reach people’s hearts and encourage them to take initiative and engage in the organization’s mission to tackle the world’s biggest threats and help rebuild the vital bond between humans and nature, so one day, they can thrive together.

Working closely with independent and multi-award-winning studio Aardman, the “Time Flies” TV spot materializes, a beautifully animated one-minute-long ad that captures the fragility of the wonderful wildlife that’s out there and that needs to be protected, even after we are long gone. “Our connection to nature is irreplaceable,” says RSPB. This is a bond we must cherish, otherwise, “we are lost.” A third of the organization’s income comes from those who show their care for nature by choosing to leave a gift in their will to the RSPB, thus securing the future of nature and enabling the generations to come to live in a harmonious world.

According to brand research for the RSPB made by Catsnake, the organization’s target audience has an inherent and genuine connection to the environment and sincerely appreciates this bond as being important to our collective future.

Helped by Academy Award®-winning actor Jim Broadbent, who gave a voice to the project, the creative team manages to capture this feeling via the moving story of a baby blue tit, which has been separated from its parents — a visual metaphor highlighting the way we become to grow apart. Luckily, the little bird finds its way back home, a move that is likely to make the audience burst into tears of joy and that also reinforces the organization’s dedication and hard work to help create a future filled with nature.

“We’re extremely proud of our new legacy TV advert; the successful culmination of months of work between the RSPB Legacy team, Catsnake, and Aardman. The way that the story is told through stunning animation will hopefully touch the hearts of people across the nation as they follow the journey of our fledgling blue tit through a changing landscape; one that can only be saved for future generations by acting now. Gifts in Wills make up over a quarter of the RSPB’s income, so it’s vital that we raise awareness of how important they are,” says Vicki O’Hare, Head of Legacy Marketing at the RSPB.

Catsnake believed that one of the most effective ways to capture nature’s essence was through animation and watercolor design. This allowed them to trigger viewers’ feelings of nostalgia, “the hand-crafted aesthetic connecting beautifully with the organic nature of the story,” says the agency.

Speaking about the moving spot, which was directed by Bram Ttwheam, Edward Dark, Co-director of ‘Time Flies’ and CEO of Catsnake, said: “Working with Aardman on the ‘Time Flies’ TV advert for the RSPB has been an absolute pleasure. You never quite know if the good reputation of a company is true until you start working with them and, I’m delighted to say, Aardman have lived up to their glowing reputation!”

“I have personally found directing this project with the extremely talented, and amicable (two traits that don’t always go together), Bram Ttwheam to be a joy. Not only have we been on the same page from day one, but the creative flair, originality, and immense technical skill that he, and the whole Aardman team, brought to the project, has made the final film immeasurably better. I’m extremely proud of what we have produced together and hope we can do it again soon,” Dark continued.

Ttwheam confessed he was delighted to be part of the team that brought this moving ad to life. “Catsnake have a penchant for strong narrative with a lot of heart. Edward communicates with such clarity and aplomb that it’s been an absolute pleasure to share a vision. Pieces with such rich seams come along rarely and it was a joy to explore the myriad possibilities. Working in a different style and telling a story with such scope has been immensely rewarding. If the opportunity to work together ever happens again I’ll seize it with both hands.”

The “Time Flies” animation aired on September 6 on TV and online to coincide with Remember a Charity Week (celebrated 6 – 12 September). Through it, the RSPB wants to show how the kind gesture of naming nature as one of the beneficiaries of one’s will can help the charity protect the wonderful wildlife and its future.

Credits:

Client: RSPB

Agency: Catsnake

Director: Bram Ttwheam

Production: Aardman

Co-director: Edward Dark