The ‘Time Flies’ commercial uses watercolor style 2D animation to invoke feelings of nostalgia and encourage viewers to reconnect with nature; the advert’s TV and online release coincides with Remember a Charity Week.
Multi award-winning independent animation studio Aardman has teamed up with creative specialists Catsnake to develop a watercolor style 2D animated commercial celebrating the work of RSPB, a large UK nature conservation charity. The animated spot, Time Flies, features the voice of Academy Award-winning actor Jim Broadbent and is now airing on TV and online; the release of the advert coincides with Remember a Charity Week (September 6-12).
Catsnake developed the creative to target the charity’s audience, which through brand research was found to have an inherent connection to nature and an appreciation of its importance to our collective future. The metaphor of a lost baby bluebird was used to illustrate that, like the bird separated from its parents and trying to find its way home, people have become disconnected from nature and that RSPB is working to help rebuild that bond.
The animation and watercolor design are intended to provoke feelings of nostalgia with the hand-crafted aesthetic connecting with the organic nature of the story. Working collaboratively with director Bram Ttwheam, Aardman’s team of expert brought the film to life.
“Working with Aardman on the Time Flies TV advert for the RSPB has been an absolute pleasure,” said film co-director and Catsnake CEO Edward Dark. “You never quite know if the good reputation of a company is true until you start working with them and, I’m delighted to say, Aardman have lived up to their glowing reputation!”
“Catsnake have a penchant for strong narrative with a lot of heart,” noted Ttwheam. “Edward communicates with such clarity and aplomb that it's been an absolute pleasure to share a vision. Pieces with such rich seams come along rarely and it was a joy to explore the myriad possibilities. Working in a different style and telling a story with such scope has been immensely rewarding. If the opportunity to work together ever happens again I'll seize it with both hands.”
“We’re extremely proud of our new legacy TV advert; the successful culmination of months of work between the RSPB Legacy team, Catsnake and Aardman,” commented Vicki O’Hare, Head of Legacy Marketing at the RSPB. “The way that the story is told through stunning animation will hopefully touch the hearts of people across the nation as they follow the journey of our fledgling blue tit through a changing landscape; one that can only be saved for future generations by acting now. Gifts in Wills make up over a quarter of the RSPB’s income, so it’s vital that we raise awareness of how important they are.”
It is hoped that the film will help raise awareness for the vital conservation work the charity carries out and inspire everyone to help secure a healthy environment for wildlife for the future by remembering to leave a legacy to the RSPB.