case study: conscious advertising network (explainer and onboarding video)
Welcome to our case study on multiple projects we created for the amazingly driven procurement folks at the Conscious Advertising Network (CAN). The project consisted of three 2D animations, including a corporate explainer, a manifesto explainer video, and an onboarding video to be used for internal hires.
what is CAN?
The Conscious Advertising Network is a UK-based international coalition of over 150 advertisers, agencies, tech providers and civil society groups with their eye on eliminating harmful content from advertising that divides communities, excludes diverse voices, exploits children, and undermines scientific consensus. Under the hashtag, #TogetherWeCAN, the CAN members and partners have successfully influenced some of the world’s biggest advertising players in tackling climate information.
Our studios are proud to call ourselves part of the CAN supporter network, and thrilled to have been a part of shaping CAN’s messaging in a more visually engaging way!
what was the brief?
Upon approaching the lizard lounge, CAN didn’t have any video assets to explain who they are and what they do. This meant that they had to spend a lot of time on calls and at events trying to explain to people what the network is about. CAN asked us to create the three animated videos to simplify both their internal and external communications, specifically the recruitment of new potential members, and onboarding of new team members.
All three animations have to give a clear overview of who CAN is, and what they do. The network wanted a style that projected them as professional and serious about what they do, but still showcased their friendly and approachable tone. Overall, CAN should be seen as thought leaders in regard to conscious advertising and media investment.
In terms of guidelines, CAN provided our team with their brand guidelines, which included their signature colours, logos and fonts to be used.
what did we create?
From the final brief, our talented lizards created three separate animations, each of which tackles one of the marketing issues raised by CAN, namely:
A 60-second animation video to explain who CAN are and what they do.
A 30-second explainer animation focusing on CAN’s manifestos (guidelines designed for advertisers and agencies to adhere to and provide practical steps to make changes in their organisation).
A 30-second onboarding explainer for any business or agency looking to join the Conscious Advertising Network.
what was our favourite part?
“My favourite part of this project was storyboarding and getting the chance to come up with a style that salamandra.uk has never tried before, broadening our horizons in terms of our animation capabilities. I also enjoyed the challenge of finding interesting transitions.”
“My favourite parts were visually interpreting CANs messaging through scripting & storyboarding, working within a constrained colour palette (with such fun colours!) and pushing myself to try new animation techniques. Finally, seeing all 3 animations come together was the cherry on top!”
what did the client think?
We really love the animations and really appreciate your support of CAN!—-Tina Fegent, CO-CHAIR OF CAN’S GET SH*T DONE BOARD
not sure how to embark on your own animation journey?
we’ve got you covered!
