Cannes Lions
ENGINE, London / BORN FREE FOUNDATION / 2020
Overview
Entries
Credits
Execution
A lion cub opens its eyes for the first time to see his keeper smiling at him. The iconic track “Born Free” by Matt Monro plays. The two bond instantly. They do everything together. Some tourists want to take photos with the frightened cub, but his keeper lets him know it’s okay. The cub grows into an adult. Then, one day, his keeper releases him into the wild. The lion enjoys his freedom, then goes to sleep on a rock. Something wakes him. A truck. Curious, he goes to see. It’s his keeper! He runs into her outstretched arms. But before he gets there, he’s shot by a waiting hunter. As he closes his eyes for the final time, he sees his keeper taking money from the hunter. We end by directing people to “End the great betrayal” by signing a petition to the South African government.
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