Music agency, CORD, soundtrack moving ‘#iProtectTigers’ TVC
In a moving Christmas spot directed by Partizan’s Martin Stirling, ‘#iProtectTigers’, tells the heart-warming tale of a family who nurse a tiger back to health in their own home. In a bid to encourage families to become ‘Tiger Protectors’, the commercial diverts from traditional calls for ‘adoption’ to bring home what a donation could really do.
As the spot contains no dialogue CORD were required to create a powerfully emotive score that would tell the tale of the family and the tiger.
Since there is no narrative dialogue, all of the storytelling had to come through in the edit and the music.” Explains Founding Partner, Elisa Harris. “We wanted the composition to relay the tiger’s emotions on his journey to recovery, but also give weight to key moments, and leave space for others.”
CORD enlisted the skills of composer, Joseph Alexander who carefully crafted the music for the campaign.
“Joseph specialises in orchestral music, strings and piano.” Explains CORD ECD, Dominic Goodman. “With such an emotive film, we knew he’d be able to create a score that not only developed the narrative and emotional journey, but create a memorable melody that would ring true for the brand.”
CORD and Joseph worked together to weave a soundtrack that reflected the tiger’s unusual environment and echoed the ups and downs of his emotions. To achieve the finer nuances of these moments in the story, it was imperative for them to work the composition around specific elements of the visuals and the sound mix.
“It was important that when the tiger felt distress, we gave space to the wounded sounds of the growl. The silence around the call helps to bring his distress into reality, despite the unnatural environment.” Explains Dominic.
A key moment in the narrative comes at the end of the film, when the tiger looks back to the family and the audience. The music in the film changes at this last moment to highlight the importance of the cause.
“The melody that runs throughout the composition worked to reflect the parts of the story set in the home. We wanted to lay bare the reality of the tiger’s situation as he walks into the jungle, so, in the final moments of the ad, we decided to strip the melody away entirely leaving three bare chords – and hopefully a moment that pulls on everyone’s heartstrings!”
WWF-UK’s #iProtectTigers campaign is part of the wider Tx2 goal to double the number of wild tigers by 2022. By donating £5 a month to become a ‘Tiger Protector,’ supporters can receive a personalised storybook along with updates throughout the year.
The advert launched on 19th November and will run throughout the festive season.
J. Walter Thompson London
Executive Creative Director:
Senior Account Manager:
James Humphreys, Craig Hunt
Global Director in Charge:
Denise Connell, Edmund Thorn
Oliver Bertwistle + Tom Parker
Steve Ackroyd @ Final Cut
Chris Turner @ Jungle
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