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Our assignment was to create a PSA for Big Cat Rescue, which would be delivered as pre-roll video in order to educate the general public on why getting your photograph taken with a tiger cub or petting them is not a good thing and actually leads to the further exploitation of these exotic cats – all for someone else’s profit.
We wanted to tell this story in a truly provocative way with a shocking twist, so that people would really feel for these cubs and relate to their helpless situation. Ultimately, we hoped to intrigue people enough to go to CubTruth.com to learn the whole story and exactly what they can do to help.
The spot has generated lots of attention and really resonated with those who have seen it. It has outperformed all goals and exceeded expectations for pre-roll video viewing and click-through rates.