SPCA :: A Very Silent Night
To watch the A Very Silent NightTV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips. Like this Mitre 10 ‘DIY is in our DNA’ TV ad, which has become an iconic kiwi ad. The brilliant performances from the little kids are 100% real.
Why Change?
The old cliche for charities is 'show suffering, ask for money'. Around Christmas time, this format is rolled out by countless charities across the country. So how could we get the SPCA to be heard amongst all the noise? By making no noise at all.
What Changed?
We released a CD featuring a track that only dogs could hear - it was out of the range of human hearing, a special treat just for our canine companions. The CD single went on sale in New Zealand's largest retail chain, The Warehouse. All proceeds from the CD went straight to the SPCA.
And it sold. In fact, it reached number 1 on the New Zealand pop charts over Christmas. The music video - which got plenty of airplay - was supported by media coverage on key local channels. The story also got picked up internationally, which is a good thing, because based on the success of the CD, the SPCA want to take the idea global.
A Very Silent Night won Gold at the RSVPs.