Rochester, NY-based Partners + Napier has launched an effort to save Australian wildlife with the help of Superb Owl (@SuperbOwl_Saves), a character named for the search term that is most often mistyped during Super Bowl season.
Part-time ad connoisseur, full-time humanitarian, Superb Owl is set to take flight on Twitter during the Big Game to provide aid to Australian wildlife affected by the horrendous bushfires. The internet meme turned activist will support his fellow animals across the sea by donating his time to review Sunday’s best spots — and help raise money for World Wildlife Fund’s Bushfire Emergency.
Superb Owl was hatched when P+N’s sister agency, Australian-based Dig&Fish, reached out for help in telling people how they can ease the suffering caused by the raging wildfires Down Under.
So why Superb Owl? There are 11 species of owls in Australia, plus thousands of other animals impacted by the fires who desperately need help. Fans can follow along @SuperbOwl_Saves.
Here are a few samples of the tweets primed to take wing as spots air during the Game (they may be modified in real time to better reflect the moment).
Actually, @reeses, I was partially raised by wolves. How about we help WWF save our dingo cousins from the bushfires? https://bit.ly/3aQKiRq #SuperbOwlSaves #ReesesTake5 #Reeses
Yes, @discovercard. Now, let’s say the same when it comes to helping WWF help the animals of the bushfire. https://bit.ly/3aQKiRq #SuperbOwlSavesOk, @google. Once our tears dry up, let’s all remember to help WWF wipe out the bushfires. https://bit.ly/3aQKiRq #SuperbOwlSaves
Agency: Partners + Napier
Chief Creative Officer: Rob Kottkamp
Executive Creative Director: Mike Baron
Group Creative Director: Andy Rose
Director of UX and Development: Jake Abbott
Associate Creative Director: PJ Galgay
Copywriter: Justin Lahue
UX Designer: Marco Fesyuk
Junior UX Designer: Phil DeCicca
Group Media Director: Jordan Murphy
Senior Social Media Manager: Michelle Spinnler
Project Manager: Cate Fabens-Jones