via creativity-online.com
In this big old rat race that is modern day life, sometime we lose
sight of who we really are -- animals. And, at heart, animals are
empathetic creatures, as this campaign for F/Nazca Saatchi & Saatchi
sets out to show.
The keystone of the campaign is this video, shot in what appears to
be a scientific lab. In it, we see what happens when two monkeys who had
never met before are placed near each other -- one, in a cage, without
food, and another, free, with as much sustenance as his heart desires.
he result will tug at your heartstrings. It's an attempt to encourage
people to "Stay Apes," that is, remember their empathy and donate to
Operation Smile, an organization dedicated to funding reconstructive
surgery for children born with cleft lips.
We wanted "to remind people, especially non-donors, that the act of
sharing is what helped us evolve as a species and should never be
ignored," said F/Nazca Saatchi & Saatchi ECD Eduardo Lima in a
statement.
The commercial was inspired by a study out of Duke University on the nature of empathy.
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