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Behind the Work

Save the Pangolins

Save the Pangolins

Patricia Murphy

Patricia Murphy

November 3, 2020

Jordan Colleran, Marketing Director of Arnold, explores the creative agency’s latest campaign which placed an ambitious pangolin in its lead role.

"Arnold is always proactiv-ely looking for ways that we can apply our creativity to help solve larger problems in the world"

You may never have heard of a pangolin, but the creature is the most trafficked mammal on the planet. Sadly, pangolins are a massive target for opportunistic poachers, keen to make profit othe animals’ meat, skin and scales in various industries across the globeAstonishingly, one million of the threatened creatures are estimated to have fallen victim to cruel poachers throughout the last decade, with 195,000 pangolins killed in 2019 alone. Recognizing the tragic plight of the pangolin, Arnold, in collaboration with animation studio Zombie, developed a heartfelt film to shine a spotlight on illegal trafficking for their client World Wildlife Fund. 

The 60-second animated short movie stars ambitious pangolin Lin, who dreams of being the lead in his own motion picture to raise the profile of pangolins around the world. The final film, #SavethePangolins, is an endearing call out for support to help end pangolin trafficking.  

Jordan Colleran, Marketing Director of Arnold, said the project was motivated by research that suggested endangered animals which feature in films (for instance, Orca whales in 1993’s Free Willy) remain protected and supported. 

“We did some research on conservation and noticed that endangered species who were featured in film had a subsequent rocket-ship style trajectory to fame, which ultimately helps keep them protected – like pandas, and killer whales, for example,” she said. 

“Pangolins are the most highly trafficked mammal in the world, but no one knows about them. Their skin is used in leather products, their meat is consumed as a delicacy in high-end restaurants in Asia and locally in Africa as bushmeat, and their scales are used in traditional medicine. 

“Arnold is always proactively looking for ways that we can apply our creativity to help solve larger problems in the world. The creative team here specifically noticed that pangolins – an animal none of us had ever heard of – were one of the most trafficked, endangered mammals on the planet.  

From the beginning our goal was clear – make Pangolins famous and to help save the species! 

The film’s protagonist, Lin the pangolin, is an enthusiastic character with an ambition to land it big in Hollywood and perfect for the campaign’s lead role, said Colleran.  

“The pangolin is kind of a funny-looking animal in real-life, but it has features – like their long tongues and all those scales – that we thought would look really cool in animated form.  

“When creating Lin, we leaned intthe pangolin’s unusual appearance, and created a cute, animated version of a pangolin for the world to fall in love with. We are grateful for our friends at Zombie Studio who really brought Lin to life with their incredible animation team. 

"It’s always nice to drive business for our clients, but saving a species is an entirely different ball game and especially meani-ngful"

The animation for #SavethePangolins, which ran as both a television and social campaign, was five months in the making, said Colleran, and relied heavily on the guidance of the client WWF.  

“Before creating Lin, we saw tons of sketches and renderings along the way and we brought in the experts at WWF early on to make sure everything was factual. Believe it or not, a pangolin’s tongue actually is longer than its body!” 

The campaign is an embodiment of Havas Group’s meaningful positioning and a project with purpose for Arnold.  

“It’s always nice to drive business for our clients, but saving a species is an entirely different ball game and especially meaningful,” she said.

We’ve received a lot of interest from different PR outlets and we’re in talks with a number of celebrities who are interested voicing Lin in the next film!

We’re happy with the amount of attention we’ve received but are still thinking of ways to get more. Lin’s next stohas to be Hollywood!     

"Arnold is always proactiv-ely looking for ways that we can apply our creativity to help solve larger problems in the world"

You may never have heard of a pangolin, but the creature is the most trafficked mammal on the planet. Sadly, pangolins are a massive target for opportunistic poachers, keen to make profit othe animals’ meat, skin and scales in various industries across the globeAstonishingly, one million of the threatened creatures are estimated to have fallen victim to cruel poachers throughout the last decade, with 195,000 pangolins killed in 2019 alone. Recognizing the tragic plight of the pangolin, Arnold, in collaboration with animation studio Zombie, developed a heartfelt film to shine a spotlight on illegal trafficking for their client World Wildlife Fund. 

The 60-second animated short movie stars ambitious pangolin Lin, who dreams of being the lead in his own motion picture to raise the profile of pangolins around the world. The final film, #SavethePangolins, is an endearing call out for support to help end pangolin trafficking.  

Jordan Colleran, Marketing Director of Arnold, said the project was motivated by research that suggested endangered animals which feature in films (for instance, Orca whales in 1993’s Free Willy) remain protected and supported. 

“We did some research on conservation and noticed that endangered species who were featured in film had a subsequent rocket-ship style trajectory to fame, which ultimately helps keep them protected – like pandas, and killer whales, for example,” she said. 

“Pangolins are the most highly trafficked mammal in the world, but no one knows about them. Their skin is used in leather products, their meat is consumed as a delicacy in high-end restaurants in Asia and locally in Africa as bushmeat, and their scales are used in traditional medicine. 

“Arnold is always proactively looking for ways that we can apply our creativity to help solve larger problems in the world. The creative team here specifically noticed that pangolins – an animal none of us had ever heard of – were one of the most trafficked, endangered mammals on the planet.  

From the beginning our goal was clear – make Pangolins famous and to help save the species! 

The film’s protagonist, Lin the pangolin, is an enthusiastic character with an ambition to land it big in Hollywood and perfect for the campaign’s lead role, said Colleran.  

“The pangolin is kind of a funny-looking animal in real-life, but it has features – like their long tongues and all those scales – that we thought would look really cool in animated form.  

“When creating Lin, we leaned intthe pangolin’s unusual appearance, and created a cute, animated version of a pangolin for the world to fall in love with. We are grateful for our friends at Zombie Studio who really brought Lin to life with their incredible animation team. 

"It’s always nice to drive business for our clients, but saving a species is an entirely different ball game and especially meani-ngful"

The animation for #SavethePangolins, which ran as both a television and social campaign, was five months in the making, said Colleran, and relied heavily on the guidance of the client WWF.  

“Before creating Lin, we saw tons of sketches and renderings along the way and we brought in the experts at WWF early on to make sure everything was factual. Believe it or not, a pangolin’s tongue actually is longer than its body!” 

The campaign is an embodiment of Havas Group’s meaningful positioning and a project with purpose for Arnold.  

“It’s always nice to drive business for our clients, but saving a species is an entirely different ball game and especially meaningful,” she said.

We’ve received a lot of interest from different PR outlets and we’re in talks with a number of celebrities who are interested voicing Lin in the next film!

We’re happy with the amount of attention we’ve received but are still thinking of ways to get more. Lin’s next stohas to be Hollywood!     

Patricia Murphy joined Havas Group in October 2019 as a Senior Editor and Writer. She has a background in digital journalism and content creation.

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