Cannes Lions

Save THIS Rhino South Africa

THIS FILM STUDIO @ M&C SAATCHI, Sydney / CISCO SYSTEMS, INC / 2020

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Overview

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Credits

Overview

Background

Cisco is a multinational tech company. They develop, manufacture and sell networking hardware, software, telecommunications equipment and other high-technology services and products.

Millions know of Cisco, far fewer know that they’re one one of the world’s top providers of innovative technology designed to protect endangered animals.

We wanted to tell their stories.

‘Save This Rhino’ is the first of a series of films that sheds light on the passion and values of a company committed to technologically protecting animals both land and sea before they ultimately become extinct.

In this film, we highlight the Cisco technology that allowed the poachers who have decimated the Rhino populations to be tracked and stopped. It is important technology. It is necessary technology. For us. For the animals. For our children.

Idea

We sent English cricketer Kevin Pieterson (a passionate environmentalist) back to his home country of South Africa to join three other expert hosts. We saw the tragic aftereffects of a poaching road and then, more importantly, the Cisco technological solutions in place to stop them happening again.

Strategy

We focused on a particular rhino to lead the emotional journey of the story. The audience fell in love with ‘Arthur the Brave’ and his story. This helped in ensuring we understood why the technology was so important - we couldn’t allow other baby rhinos to end up the same way as Arthur - motherless and completely stranded. The target audience was wide - we wanted to empower the next generation while also reaching consumers and organisations who would need technological services.

Execution

Kevin Pieterson used his social media platform to excite the audience prior to the release of the film, building anticipation around the release date. He then continued to use social media when the film was released and afterwards, giving awareness to NGOs and Cisco - tagging them in his organic content. He also went to Premieres in London, LA and Australia alongside Petronel - one of the driving forces behind improving rhino conservation - these characters attracted huge media attention.

The programme was licensed to National Geographic in Australia (unlimited runs), and Outside TV in the U.S (unlimited runs).

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