Hasta La Creative!

If playing dress-up–albeit in off-kilter, animalistic fashion–in the name of charity sounds enticing, then mark June 5 on your calendar because that’s when the World Wildlife Fund will kick off its “Wear it Wild” fundraising campaign. To help hype the event, Naked Communications and Pulse Films have launched a digital effort called “The A-Z of Wear it Wild” that not only encourages people to “dress as wild as they dare for the day” but provides alphabetical suggestions on quirky animal wear.

Of course, this isn’t just any fancy schmancy costume party if the film’s soundtrack is any indication as it’s set to the tune of “Hunter” by a band called The Slaves, who sound like a Prodigy/Sex Pistols hybrid. Regarding the punk rock spirit of the visuals and sound, “A-Z” director Alex Haines says,

“On paper, a family-friendly, animal-themed fancy dress party sounds so expected and twee – the fun bit was trying to move away from that expectation; adding a layer of attitude! Music was always going to play a big part in that, and we were really excited when we got sign off on the Slaves track! They embody everything we wanted from this film attitude wise.”

Still, with all the frivolity and fun comes some serious undertones in this campaign from Naked, which signed on as WWF UK’s digital content partner earlier this month. The agency’s creative director Cyrus Vantoch-Wood, who led the project, explains:

“Having a fundraising idea is one thing, but our mission for the film was to drive action and inspire behaviour; like a video flyer to get people involved. We also couldn’t forget that this is a serious issue. Wildlife populations worldwide have declined by 52% since 1970. We needed something that can appeal to school kids, mums and hipsters alike, whilst maintaining some break through. We needed an execution with teeth. The end product is a piece of content that taps into people’s imaginations and shows them that this is an opportunity to have some fun and do some good.”

The hopes of all parties involved are that “Wear it Wild” becomes a major annual event and that UK businesses, schools and organizations will get involved with the cause. To find out more about it, go here.

Agency: Naked Communications
Agency Producer: Lee Charlton
Executive / Creative Director: Cyrus Vantoch-Wood
Creative Team: Catherine Hope, Jonny Palmer and Andy Russel
Production Company: Pulse Films
Director: Alex Haines
Producer: John Bannister
Grade: Ben Rogers @ Gramercy Park Studios
Sound Mix: Michael Powell @ Prodigious
Music Supervision: Pitch and Sync

Toronto digital marketing agency Twist Image signed Jon Finkelstein as its new ECD. Finklestein, who most recently served as SVP/ECD at the BBDO “sibling agency” Proximity Canada, replaces Virginia Magaletta, who held the position for more than six years.

Prior to joining Proximity, Finklestein spent nine years as a partner and creative lead at Toronto’s Grip Limited; he also served as CD at henderson bas after starting his career as ACD at ICD and Ogilvy, where he worked on IBM, Amex and Kodak.

You may recall that Twist Image sold to WPP in May; at the time, President Mitch Joel described the move as “a bigger bet.”

“Branding, marketing and entertainment company” Omelet — which recently named  Shannon McGlothin, former director of Leo Burnett’s Samsung shop, as its GCD — promoted partner Mike Wallen to the newly created position of Chief Content Officer. Wallen, who the release credits with bringing in Walmart and Red Bull, joined the agency in 2011 and will continue to run its “branded content division” Omelet Studio in addition to promoting an upcoming feature film about “ex-LA gang leaders turned street saviors” (their words). He previously served as partner and EVP of content & development.

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