July 2010
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An awareness campaign is always a challenging task. More so when the topic of discussion hasn't previously received a great deal of media attention. Add to this a limited media budget to further impede on spreading our message and we're left wondering just how we make people aware of the horrendous Puppy Factory problem. The answer in this case is impact. By showing happy, healthy dogs in an environment that's instantly recognisable as an advertising cliché, we challenge our audience's pre-conceived ideas about where many dogs might actually come from. The first stage of the outdoor campaign was up for several days before we revealed the image of the caged dogs for the remainder of the media buy.

Made For Maximum Profits.

Advertising Agency: M&C Saatchi Melbourne, Australia
Creative Director: Steve Crawford, Doogie Chapman
Art Director: Connor Beaver
Copywriter: Aaron Pepper
Photographer: Hugh Peachey
Head of Art: Murray Bransgrove
Client Services: Helen Walker

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What does it mean together? Pillows made of puppy fur?


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