In Brussels, animal welfare is more than a concern; it's a mission.
When the City of Brussels decided to launch its "Prenons en soin" animal welfare awareness campaign, our team jumped at the chance to do our bit. But not in just any way. In this article, find out how we combined creativity, commitment and motion design for a good cause.
Storytelling to give a voice to the voiceless
Each video is a mirror of the often difficult reality experienced by many animals. From "Ringo", abandoned in a shelter, to "Kroket", adopted without the necessary commitment from his family, or "Krabbel", mistreated for a simple accident, embodied the voice of those who suffer in silence... Each story aimed to raise awareness.
These stories, though tough, were essential in conveying our message: these animals are much more than fleeting companions, they are full-fledged members of our lives.
Motion design vs. film: Which technique to choose?
The aim of the "Prenons-en soin" campaign was to raise awareness among the general public in Brussels of the responsibilities involved in adopting pets, and the consequences of abandoning them. The first step was to figure out how to put this into images that would reach the target audience. Despite the fact that the client's initial request was for a traditional film, our creative team proposed that the campaign be produced in 2D animation (motion design).
More than a simple alternative, this technique enabled us to reach a wider audience in a fun and educational way, while highlighting the seriousness of the subjects covered. What's more, it's an ideal solution for communicating in 3 languages while staying within budget.
Focus on one stage of the production process: storyboarding
Although the basis of a video is an ultra-complete script, thanks to perfectly adapted storytelling, the best way to briefly illustrate a stage in our process is the storyboard!
Each step goes through a validation process that allows the project to progress efficiently. Once the script has been validated, we move on to the "famous" storyboard. This is a crucial stage for the customer, as the creative idea for the campaign gradually takes shape.
Once this storyboard has been validated, we move on to the final illustrations, video animation and voice-over recording, to obtain a first version of the video.
From motion design to urban signage
We didn't stop at the digital format. Our videos on animal welfare were also displayed in the metro stations, streets, etc. of Brussels, extending the reach and reinforcing the impact of the campaign. These posters served as a constant reminder of our responsibility towards these sensitive and loving living beings.
A committed video agency
Behind every abandoned animal is a story, often ignored. This project is more than a reminder, it's a real lesson in humanity. And we are proud to have contributed to awakening the people of Brussels.
We also realized the impact our work could have on raising public awareness of these crucial issues. Impactful storytelling, typically Brussels imagery, and a deep understanding of the issues inevitably result in a campaign that resonates with the target audience. And we're proud to have been able to contribute our video agency expertise to this awareness-raising campaign.
A few key figures to illustrate the scale of the problem
- 165 animals are abandoned every day in Belgium. That's around 60,000 dogs and cats. NACS are not spared
- 25% of relinquishments are due to a lack of preparation and reflection prior to adoption
- 15% of dropouts are linked to lifestyle changes (moving house) or family problems
Taking part in this project wasn't just an opportunity to showcase our motion design skills. Above all, it was an opportunity to contribute to a cause we hold dear: animal welfare. Each member of our team, particularly sensitive to this cause, put their heart and soul into the project, convinced that our work could make a difference.
Our sensitivity to the animal cause has breathed a palpable authenticity into each video. This emotional connection is felt on screen, making each message even more impactful.
The press takes up the issue
December 2023: Sadly, animal abandonment remains a fad in Belgium: "A black year for shelters".
August 2023: Animal abandonment soars and shelters are saturated
August 2023: Extreme distress in animal shelters: the insoluble puzzle
October 2023: Increase in number of reports to police for animal abuse, 35% compared to 2018
In conclusion
This animal welfare awareness project for the City of Brussels was much more than just an assignment for Duckmotion. It was a cause we believe in and want to get involved in, a message we wanted to get across, and an opportunity to show that motion design can be a powerful message vector for much-needed change.
Committed, sensitive and creative, we continue to believe in the power of communication and video to change the world. And remember: every action counts in making the world a better place for our animal friends.
Want to adopt an animal? Visit the Belgian shelters and SPAs!
