RSPCA builds responsible business message with Lego

Governance | Niki May Young | 19 Oct 2011

The RSPCA used Lego to spread the message of responsible business at its latest Good Business Awards ceremony earlier this month, showing an animated film of the ever-popular self-build bricks.

The animal welfare charity employed the services of Brighton-based Fat Sand Productions to create a 'fun and engaging' film for the audience on the awards night of 5 October.

Joe Coyne, managing director of the production company explained why it chose to use Lego to meet its brief: "We wanted to create something a bit different, rather than the usual talking head interviews. I think most people have a soft spot for animals and Lego so combining them to illustrate an important message seemed the right idea," he said.

The film features Farmer Brown, a Lego farmer, as he spends the day lending a hand to shoppers in his village, educating them on choosing products which meet RSPCA-approved welfare standards.

To achieve this, Fat Sand employed a Lego certified professional who took three days to build a special town from Lego. Stop motion was used to animate the figures, which took an additional three days. The mouth movements were created in post-production and five RSPCA staff provided the voiceovers for Farmer Brown and the villagers.

RSPCA's Good Business Awards, currently in their seventh year, celebrate businesses across fashion and food sectors, plus businesses which achieve excellence and innovation in animal welfare.

Jane Aslett, RSPCA's manager of the awards, said: “We had a fantastic night celebrating businesses which are setting an example to others, with winners like the Co-Operative and Marks & Spencer. The video from Fat Sand really hit the spot and engaged our audience in just the right way.”

View the video below

Directory: Royal Society for the Prevention of Cruelty to Animals (RSPCA)

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