|Brand||CHINA BIODIVERSITY CONSERVATION AND GREEN DEVELOPMENT FOUNDATION (CBCGDF)|
|Product / Service||ENVIRONMENTAL NON-GOVERNMENTAL ORGANISATION|
|Category||A01. Music Video|
|Entrant||CHINA BIODIVERSITY CONSERVATION AND GREEN DEVELOPMENT FOUNDATION (CBCGDF) BEIJING, CHINA|
|Idea Creation||BEIJING DENTSU ADVERTISING, CHINA|
|Production||PYRAMID FILM QUADRA INC. Tokyo, JAPAN|
|Production 2||MAVERIQ AV Petaling Jaya, MALAYSIA|
|Post Production||PYRAMID FILM QUADRA INC. Tokyo, JAPAN|
|Kazuki Tsuburaku||dentsuMB China||Chief Creative Officer|
|Tadafusa Honda||dentsu mcgarrybowen China||Executive Creative Director|
|Andrew Shee||dentsuMB China||Senior Creative Director|
|Loo Swee Mei||dentsuMB China||Senior Creative Director|
|Yuma Shingai||dentsu mcgarrybowen China||Senior Creative Director|
|Meng Qian||dentsu mcgarrybowen China||Senior Copywriter|
|Eric Pang||dentsu mcgarrybowen China||Senior Art Director|
|Shuhey Murata||Pyramid Film Quadra||Film Director|
|Sakaguchi Choji||Pyramid Film Quadra||Executive Producer|
|Raymund Wee||Maveriq Studios||Executive Music Producer|
Millions of pangolins have been hunted and killed for their meat, scales and blood. In July 2020, China upgraded the pangolin’s status to the highest level of protection. But the illegal trade in pangolins is still rampant. China Biodiversity Conservation and Green Development Foundation (CBCGDF) wanted to gain support from China’s Gen Z to fight for the pangolins’ survival.
We manifested the pangolins’ frustrations into an anger-fueled anthem featuring Angry Pango, an exaggeratedly angry pangolin. To capture the hearts and minds of China’s Gen Z, we launched Angry Pango’s anthem with a fantastical and raw music video to dramatize Angry Pango’s story. Soundtracked with melodic heavy metal and enraged lyrics, Angry Pango’s music video riled up our audience to show their support for pangolins.
For many years, pangolins had little support because people favoured other wildlife. In 2020, pangolins were blamed for COVID-19. Even after being given priority protection, pangolins were still being illegally hunted and traded. On the brink of extinction, ignored for the longest time and wrongly accused, it was time for the world to hear their rage, disbelief and exasperation.
The music video was launched on multiple news and social platforms in China (Douyin, 好看视频, 微博, 人民日报, 抖音, 今日头条, 视频号, 知乎) and then on YouTube as social content for their global offices. Angry Pango was also handpicked by Campaign Asia's journalist Ad Nut who wrote an unbiased opinion about it: https://www.campaignasia.com/video/death-metal-a-pangolin-screams-for-vengeance/472090
• 98% positive comments • 821,438 views on first day of launch • More than 1.1 million organic reach