[youtube width=”620″ height=”400″]https://www.youtube.com/watch?v=8BRwxQ7tq5c[/youtube]
Warning: this video contains graphic footage of a surgical procedure
Saving Aslan is a short documentary film that tells the story of a project, initiated by Fixodent, to help a white male lion named Aslan who had become agitated, dysfunctional and isolated from his pride in the Kevin Richardson Wildlife Sanctuary since breaking two of his vital canine teeth a year ago.
Kevin Richardson, also known as the Lion Whisperer, begins by giving viewers some background about Aslan and how as a cub he was bitten by his father. He lets us know “a lion without his bite, is not really a lion”, to explain how the loss of Aslan’s canines has affected him.
Produced by Golden Planes, the film was directed by Sven Harding and shot by Wayne De Lange between December 2014 and January 2015. It shows the white lion placed under anaesthetic and carried forth on a makeshift stretcher. The dental team led by animal dentist Dr. Gerhard Steenkamp brought all their equipment to the field and conducted the operation on site, a first for this type of procedure. Once Aslan is laid out on the table the surgery begins all the while Kevin looks on and strokes Aslan in a reassuring manner as he undergoes a six hour operation.
The film then fast forwards to the animal recovery compound and later shows Aslan being reintroduced to his pride. Perhaps most remarkable is how Kevin freely walks, plays and rests among these beautiful, dangerous cats.
An ambitious branded content idea, Saving Aslan received over 1.4 million YouTubes views in just 36 hours and marks a radical departure for the denture adhesive brand in attempting to promote its product. By solving Aslan’s pain and filming the process, Fixodent hopes to show that there is a solution to even the most complex problem.
Agency: Saatchi & Saatchi – Italy
Creative Director: Manuel Musilli, Salvatore Tarallo
Art Director: Alessio Bianconi, Manuel Musilli
Copywriter: Alice Scornajenghi
TV Producer: Lavinia Confortini
Account Director: Simona Boracchia
Production Company: Golden Planes
Executive producer: Herman Le Roux
Director: Sven Harding
DOP: Wayne De Lange
Music: Pressure Cooker Studios, Dustin O’Halloran
Post Production Company: Golden Planes, Silver Bullet Productions