Did you know that nearly 314 bird species are on the brink of extinction today? This is not the centennial celebration that fans of biodiversity and the 100-year old Migratory Bird Act wanted.
When Looney Advertising in Montclair, New Jersey learned that more than half of the birds in North America are at serious risk due to climate change, agency president, Sean Looney, decided to pitch Audubon on a public-service announcement project.
It turned out that the national organization was already underway with a “Year of the Bird” campaign, so they encouraged the Looney team to reach out to local chapters. The Audubon Society of Rhode Island was interested.
The agency invested more than $50,000 of its own resources in this project. From a creative perspective, the male bird dancer is terrific in his role, so I do believe it was money well invested.