Animal charity Humane Society International UK has launched a rebrand to Humane World for Animals to establish clarity in its mission to create lasting change for animals in the UK and around the world, with a TV ad from Nexus Studio envisioning a future without animal cruelty.
Set to a newly created rendition of Peter Gabriel’s iconic 1977 hit Solsbury Hill, recorded by pop superstar Sia, the ad brings the organisation’s mission to life.
The ad, created in partnership with director Johnny Kelly, uses stop-motion techniques with handmade puppets, cruelty-free materials and animal-friendly sets. Instead of focusing on abuse, the video highlights the vision that drives Humane World for Animals’ work—animals freed from suffering, experiencing love, protection and a brighter future. Each of the five animal stories featured in the ad carries profound meaning, showcasing the impact of the organisation’s global efforts to end animal cruelty.
Nexus Studios’ Johnny Kelly said: “Summoned by the clarion call of animal welfare and adorable miniature stop-motion puppets, we were able to amass an incredibly talented crew and create a unique hybrid approach incorporating LED screens. It was an experiment — but Nexus have a knack for jamming traditional techniques and high-end technology together so you get the best of both worlds—and in this instance it allowed us to dream big with our ambitions and storytelling. To tell stories that hint at the incredible work Humane World for Animals carries out around the globe.”
As part of the rebrand, Humane World for Animals UK has deployed an integrated marketing campaign, managed and executed by entertainment marketing agency FlyteVu.
Viewers in the UK can watch the ad on YouTube.
For more than 30 years globally and for the past 22 years in the UK, Humane World for Animals—formerly called Humane Society International—has worked to tackle the root causes of animal cruelty and suffering. Today, to convey the organisation’s scope and bold work to end animal cruelty, it is uniting its international entities under one new name and logo that communicates its global, all-animal focus.
“Since our founding, we’ve continued to adapt to maximize our impact for animals around the world,” says Kitty Block, president and CEO of Humane World for Animals. “This important next step in our historical journey ensures our global mission and bold work are clearly understood. As our teams around the world work more closely together, uniting under one global brand now reflects our shared vision and strategy.”
Claire Bass, senior director of campaigns and public affairs at Humane World for Animals UK, says: “While our name and branding is changing, our commitment to end animal cruelty is not. With our new clear and compelling look, we aim to inspire our valued existing supporters and attract a new generation of animal advocates to join our journey making the world a more compassionate place for the creatures we share our planet with. Whether that’s ending factory farming and promoting a plant-based future, banning the cruel fur trade or stopping the persecution of wildlife, Humane World for Animals is dedicated to protecting animals here in the UK and around the world.”
Sia’s version of the Peter Gabriel song is available for streaming, with her portion of proceeds supporting Humane World for Animals.
“As someone who grew up feeling like she didn’t have a voice, I’ve always felt a deep connection to animals and have developed a strong passion for advocating on their behalf, since they can’t speak for themselves,” says Sia. “I’m honored to be a part of this project with Humane World for Animals, as they work to make a greater impact for the animals we love.”
“If we want to leave a habitable world for our grandchildren and their own kids, we have to change our relationship with the natural world and with all the wonderful creatures we share it with,” says Peter Gabriel. “I am delighted that Solsbury Hill has been chosen for the Humane World for Animals campaign and hope it may be useful in helping to continue to build a platform of respect, care, and compassion for all sentient beings.”
To launch the rebrand in the UK, Humane World for Animals held a Parliamentary reception at the House of Commons attended by public, political and corporate supporters who were joined by guest of honour Pete Wicks, Strictly Come Dancing semi-finalist and animal advocate.
Pippa Considine
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