Music licensing and sync for 30 Millions d’Amis’ 2017 “Non à l’Abandon” campaign, featuring “Fly” by Ludovico Einaudi.

2016’s campaign, for which we licensed a gorgeous track by The Cinematic Orchestra, went viral over social media reaching 3.6 million views in just 2 months. Following on from this we partnered once again with Buzzman, the campaign agency, to help soundtrack this year’s spot.

The core message remains the same: each year over 100K dogs are abandoned globally. The NGO wants to direct attention to this seemingly ignored issue, create awareness and encourage more adoption and less abandonment.

We first see an ideal situation of a dog being rescued by a welcoming family, and then a moment of detachment and crushing sadness once we see the “real” story is actual that in reverse. Ludovico Einaudi’s song “Fly”, made popular in the film Intouchables (2011), provides a powerful and emotive charge driving the campaign message.

Technical
Client: 30 Millions d’Amis
Campaign: Non à l’Abandon 2017
Song: Fly
Recording Artist: Ludovico Einaudi
Agency: Buzzman
Agency Producer: Vanessa Barbel
Creative Directors: Louis Audard & Tristan Daltroff
Production Company: Insurrection Paris
Director: Vincent Lobelle
Year: 2017