SuperbOwl Takes Flight During the Super Bowl to Aid Australian Wildlife

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During the big game, ham-fisted Tweeters will get a visit from the SuperbOwl in project from Partners + Napiers
SuperbOwl Takes Flight During the Super Bowl to Aid Australian Wildlife

With “Superb Owl” being the most mistyped online search term around the Super Bowl, Partners + Napier is introducing @SuperbOwl_Saves via Twitter during the Big Game on Feb. 2 to help aid Australian wildlife devastated by that country’s devastating bushfires.

Superb Owl is a part-time ad connoisseur, full-time humanitarian. This 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. Follow along @SuperbOwl_Saves.

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.

“Partners + Napier’s sister agency in Australia -- Dig + Fish -- reached out to ask for help in any way possible, so instead of a typical agency review of Super Bowl spots, the team decided to take action instead,” said Chief Creative Officer Rob Kottkamp.

Following are a few sample tweets primed to take wing as spots air during the Super Bowl. Each 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 them from the bushfires? #SuperbOwlSaves #ReesesTake5 #Reeses
  • Yes, @discovercard. Now, let’s say the same when it comes to helping WWF help the animals of the bushfire. #SuperbOwlSaves
  • Ok, @google. Once our tears dry up, let’s all remember to help WWF wipe out the bushfires. #SuperbOwlSaves

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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

Genres: Storytelling

Partners + Napier, 2 months ago