Strand III — Analysing Existing Products
Introduction
Examining current products is a crucial step in the design cycle before developing a new one. I can see how various
organizations use design elements like storytelling, humor, data, or irony to alter behavior by analyzing
environmental animations. I can learn from the advantages and disadvantages of each example. I will be able to
create a creative and effective Switch It Off animation with the aid of this process.
1. Turtle Journey – A WWF Film
Description & Issue: Turtle Journey follows a turtle family as they travel across the ocean to reach their home. The
beginning shows bright and colourful underwater life, but as they swim further, they face polluted waters, floating
plastic, and large fishing nets. The tone becomes darker until they arrive home only to find their reef destroyed. The
issue highlighted is the destruction of marine ecosystems due to pollution, overfishing, and climate change, which
are all caused by human actions.
Aim: The aim is to create a strong emotional response by showing the turtles as a family, so audiences feel empathy.
It encourages people to think about the consequences of human behaviour on marine animals.
Target Audience: The primary target audience is families and children, as they can easily identify with the turtle
family. It also targets the wider audience who does not give much thought to ocean-related problems.
Facts Used: The video speaks facts emotionally telling a story. The experiences of the turtles are humanized, and
the issue is relatable, thanks to anthropomorphism.
Pros: The story evokes a lot of emotions and helps people remember it. People tend to stay engaged because of the
very high quality and cinematic style of animation.
Cons: Adults who want to see more proof may be less persuaded by the absence of a few statistics. It ends on a sad
note and does not provide actionable steps for people to follow.
2. Steve Cutts – “Man”
Description & Issue: The satirical animation depicts a lone man entering a forest and animal-filled natural setting.
He starts destroying everything as soon as he gets there, including cities, forests, water pollution, and animal
hunting. The devastation intensifies with increasing speed until the planet is left bare. The problem is human
overconsumption and greed, which represent how unsustainable practices harm the environment.
Aim: Criticizing irresponsible human behavior and getting viewers to consider their own behavior are the goals. It
aims to startle viewers into understanding how damaging certain lifestyles can be.
Target Audience: Teens, young adults, and environmentally conscious viewers make up the majority of the video's
audience. Satire and exaggerated humor are frequently well received by these groups.
Facts Used: The video doesn’t give us a bunch of data—but the exaggeration definitely makes a point. The
destruction in the video speaks to stuff like deforestation, species dying out, and pollution.
Pros: The dark humour helps the video stand out and makes it easier to remember. The simple visuals keep the
attention on the message, not on the details.
Cons: It may feel too negative for younger audiences or people who like more positive solutions. In addition, the
video doesn’t provide any constructive way to address the issue.
3. Greenpeace – LEGO: Everything is NOT Awesome
Description & Issue: The video opens with LEGO figures contentedly residing in the Arctic. The upbeat song
"Everything is Awesome" continues to play in the background as black oil gradually begins to fill the LEGO
landscape. The LEGO buildings and figures are eventually submerged by the oil, resulting in a dramatic conclusion.
Greenpeace objected to Shell's oil drilling in the Arctic and LEGO's business alliance with Shell.
Aim: The goal is to put pressure on LEGO by tying a fun kid's toy to a significant environmental problem. It aims
to get viewers to consider the morality of LEGO's business decisions.
Target Audience: Since LEGO is closely associated with families and children, these groups are specifically
targeted. Adults who care about the environment are also targeted because they are more likely to oppose
corporations.
Facts Used: Symbolic meaning is used instead of concrete data. Oil symbolizes corporate destruction, while LEGO
toys stand for the purity of childhood.
Pros: There is a strong ironic contrast between the joyful music and the depressing images. Since practically
everyone has used the toy, using LEGO makes the issue seem more relatable.
Cons: Without prior knowledge of LEGO and Shell, the message might not be fully understood. It does not offer
more comprehensive solutions, instead concentrating on shaming LEGO.
4. UNEP – Plastic Pollution Ocean Animation
Description & Issue: The animation depicts marine life swimming in azure waters, but they soon come into contact
with plastic debris. Fish ingest plastic bottles, seabirds are depicted with their bellies full of trash, and turtles get
caught in nets. Simultaneously, data and facts regarding the tons of plastic that enter the ocean annually are
displayed on the screen. Plastic pollution and its catastrophic impact on marine ecosystems are the topics of
discussion.
Aim: The purpose is to inform viewers about the extent of plastic pollution. It encourages people to use fewer
single-use plastics in their daily lives.
Target Audience: The general public as well as educators and students can benefit from the information presented in
the video. Those who are driven by data will find it appealing.
Facts Used: Startling images are mixed with actual statistics. For instance, images of animals in pain are directly
related to the quantity of plastic tons.
Pros: The video's credibility is increased by the use of facts. The message is made clear and memorable by the use
of both numbers and images.
Cons: Compared to character-driven and narrative animations, the video lacks emotion. The volume of text and
narration can also make it feel heavy.
5. WWF – Planet-Based Diets
Description & Issue: This video illustrates how various diets impact the environment using infographic-style
graphics. It uses charts and animated graphs to compare the carbon emissions of plant-based foods and livestock.
The information is clear and simple to understand thanks to icons and symbols. Factory farming and its role in
climate change are the problem.
Aim: The goal is to raise awareness of the effects of dietary choices and promote the use of more sustainably
produced foods.
Target Audience: Since adults and families are the ones who make food purchasing decisions, they are the primary
target audience. Additionally, it appeals to environmentally conscious individuals who are open to altering their
dietary habits.
Facts Used: The video makes use of animated infographics and unambiguous statistics. It illustrates, for instance,
how much more carbon beef generates than vegetables.
Pros: It turns complicated data into simple graphics. There is a clear cause-and-effect link between emissions and
diet.
Cons: Because it concentrates on data rather than stories, it might seem less interesting. Additionally, some viewers
might object to the notion of altering their diets.
Conclusion
These analyses taught me that environmental animations employ a variety of techniques to sway viewers. Some
emphasize humor or irony (Man and LEGO), others emphasize emotions (Turtle Journey), and still others rely on
facts and clarity (UNEP and WWF Diets). I'll combine these strategies in my Switch It Off animation by developing
a likable character, including one compelling statistic, and concluding with a memorable and unambiguous tagline.