Saatchi & Saatchi Fallon Tokyo launched a new campaign for Tetra Pak Japan, encouraging people to select eco-friendly packaging and highlights Tetra Pak’s endorsement from the Forest Stewardship Council (FSC®).
In 2014, Tetra Pak Japan became the first and only paper pack manufacturer in Japan to win official endorsement from the FSC, whose rigorous standards ensure that all materials are sourced from well-managed, sustainable forests. Tetra Pak wanted their customers – major drink manufacturers – to know about this and also encourage consumers to purchase FSC labelled packs.
Most people in Japan haven’t heard of Tetra Pak or FSC. Further, Saatchi & Saatchi Fallon’s research confirmed that although nearly everyone claims they want to make a difference to the environment, very few are willing to be inconvenienced to do so – this even includes spending an extra few seconds at the convenience store to check for eco-friendly packaging.
The agency came up with a piece of communication simple and able to appeal to all ages, in a fun way so it would both convinced people to go out of your way to buy the product and pass the message to their friends. The campaign – which also has a dedicated website – uses adorable animated forest creatures speak their minds with new lyrics to an infectious tune.
The “Colonel Bogey March” is well known to all Japanese people as a children’s song with the lyrics “Monkey, Gorilla, Chimpanzee”. The Tetra Pak version, sung by famous anime voiceover artist Akira Kamiya, is called “Dobutsu Honne March” (“The Animals Speak Out March”) and includes participation from all sorts of creatures such as a bird of paradise, a frog and an anaconda to name a few. During the happy melody, the hand-drawn animals explode with anger at how the forest is being mistreated by careless humans, grabbing the viewer’s attention with a shocking visual transformation of the animation style and witty wordplay.