Keep the Ban - "The World’s Worst Sport"

Engine UK

Engine UK London, Reino Unido

1524

This ad is part of the ACT Responsible Collection

Marca: Keep the Ban
País: Reino Unido

Anunciante: Keep the Ban

Título	The World’s Worst Sport
Agencia	Engine UK
Campaña	The World’s Worst Sport
Anunciante	Keep the Ban
Marca	Keep the Ban
Fecha de primera difusión/publicación	2022 / 8
Sector Empresarial	Protección / Derechos de los animales, adopción
Filosofía	The cruelty of killing fox cubs for sport is highlighted in a TV sports show parody created by Engine Creative, officially launching as House 337 in September, for Keep The Ban – a non-profit organisation that campaigns against the hunting of wildlife for sport, including the killing of fox cubs through a practice called ‘cubbing’ which is used to prepare the hounds for the foxhunting season. ‘Cubbing’, the equivalent of the ‘pre-season’ for foxhunting – which typically occurs in late August and September – involves hunters training their dogs to kill fox cubs as they are easier to catch than adult foxes. The practice is responsible for slaughtering thousands of defenceless fox cubs in England and Wales each year. Yet few members of the public know about it – 88% of people have never heard of it, and just 5% know what it is, making cubbing one of fox hunting’s dirtiest secrets – but when it is explained, 69% of people are against it, according to Keep The Ban research conducted in July 2022. Under the 2004 Hunting Act, fox hunting, deer hunting, and hare hunting are illegal in the UK. Several exemptions under the act are used by fox hunts to avoid prosecution, however, making it difficult for the police and Crown Prosecution Service to enforce the hunting ban – a situation Keep The Ban is campaigning to change. To support Keep The Ban’s work, Engine set out to raise awareness of cubbing and help efforts to persuade more people to support the campaign against it. Inspired by groups in charge of fox hunts rebranding to The British Hound Sports Association earlier this year, it wanted to lambast the ridiculousness of seeing this barbaric act as a sport. So it set out to present cubbing – a brutal, cruel, ridiculous and one-sided activity that seems miles away from sound sporting principles – as the World’s Worst Sport. In the new 118-second film, ‘The World’s Worst Sport’, a TV sports presenter and expert commentator in a TV studio discuss the countdown to a cubbing session as they might preview a football match, also interacting with a reporter ‘live’ from a field where the families of foxes live. The film will be launched on social media: Facebook, Instagram, Twitter and TikTok on 25th August 2022.
Medio	Interactivo
Duración	119 seconds
Productora	Biscuit Filmworks UK
Productora	Revolver
Empresa de creación sonora	String and Tins
Director de publicidad	Rob Pownall
Director de publicidad	Matt Smithers
Responsable de la creación	Billy Faithfull
Director creativo	Steve Hawthorne
Director creativo	Katy Hopkins
Miembro del equipo creativo	Doug Redfern
Miembro del equipo creativo	Joe Roberts
Diseñador	Aaron Pacey
Senior Influencer Strategist	Paul Lynch
Senior Strategist	Jack Cartwright
Account Management	Rich Williams
Productor de la agencia	Henry Davies
Realizador	THE GLUE SOCIETY
Productor ejecutivo	Sam Chitty
Productor	Adam Farley
Postproducción	The Mill London
Post-production Producer	Kathryn Wigginton
Colorista	Maruf Kahn