Released to press on 21 January 2011
OneKind, a leading animal protection charity based in Edinburgh, has come out on top for its movie hoax They’re Here in the 2nd annual Movieviral awards.
Prior to its launch, “They’re Here” generated ripples of excitement from Middlesbrough to Mexico, with speculation that it might be a new sci-fi movie. In reality, They’re Here was a clever hoax which illustrated the fact that HumanKind and AnimalKind are really all OneKind.
The film marked the launch of the OneKind movement, making an animal-friendly way of living, as commonplace as environmentally-friendly or Fairtrade living. The OneKind movement helps people reconnect with animals ensuring a more compassionate world for all.
In a statement Movieviral said: “OneKind’s They’re Here campaign had us all on the edge of our seats thinking it was for an alien invasion film, then gave us a great twist that shows that entertainment media don’t have to be the only kids on the viral marketing block.”
John Robertson, Web and Publications Manager at OneKind, said: “In creating this movie our desire was to make people reflect on just how incredible the animals are who we share our everyday lives with, and the vital role they play in our world; that they are capable of thinking and feeling, and that they experience joy and pain just like us.
A specially-created ‘They’re Here’ website allowed the curious to be amongst the first to be contacted on 10th October, and sandwich board carriers appeared in the streets of London, Edinburgh and Glasgow. Their signs proclaimed ‘They’re Here – 10.10.10’. Even the people wearing the boards had no idea what they were promoting!
Adding credibility to the film was actor Angus MacInnes, whose impressive movie credentials include roles in Star Wars, Witness and Superman II. The movie can be viewed here.
Other winners of this year’s Movieviral awards - which are voted for by industry professionals - include Tron:Legacy, Lost, Glee and Dexter. OneKind won the Christopher Johnson Award, which recognises a viral campaign that falls outside the existing categories, but deserves recognition. It is a new award and OneKind are the first organisation to receive it. A full list of winners can be found on the Movieviral website.
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For media enquiries please contact Fin Robertson at OneKind on 0131 225 6039 or 07590 428845. firstname.lastname@example.org
Notes to Editors
OneKind, formerly Advocates for Animals, is a leading UK animal welfare charity that seeks to promote a lifestyle that is animal-friendly; and works with leading lights in academia and science to advance knowledge and understanding of animals. We influence positive legislation in the UK and beyond. We work alongside the public, educators, scientists and key decision makers to achieve progressive social change.
For further information or photographs please contact Libby Anderson on 07967 839137 email@example.com