FLAP: Birdie

Over 25 million birds fatally collide with windows in Canada each year.

This staggering statistic was delivered nationwide today with the release of Canadian non-profit FLAP CANADA’s public service announcement, “Birdie”.

Raising awareness of the problem posed a creative challenge: how do you present the often gruesome reality of the birds’ fate without turning off audiences? Adam William Wilson, who wrote and directed the spot for FLAP, came up with a surprising take.

Wilson, best known for his work as a commercial production designer, uses a badminton game as a trojan horse to deliver the message. The 60-second PSA presents itself as a sports film about badminton, before shifting its focus towards the badminton “birdies” as they fly through the air. The film uses slow-motion footage of the birdies as they smash off various rackets, culminating with a final “thud” as they slam off a pane of invisible glass, fall to the ground and explode in a puff of feathers.


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