RSPCA: closepuppyfactories.org

Made For Maximum Profits.
closepuppyfactories.org

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.

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
Published: July 2010

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10 comments

shortafella's picture
shortafella
1059 pencils

i like this ad

Guest's picture
Guest

good idea.

Guest's picture
Guest

Stunning

Billoughsby's picture
Billoughsby
5091 pencils

This is only the second "degradable" outdoor design I have seen. Has this medium been field-tested, so to speak, and do they actually work?

Nice concept and use of the format, btw.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

ERROR404's picture
ERROR404
770 pencils

those pillows look really comfortable and those puppies are soooo cute. i should get me one of those. i ment a pillow!

Cheerriiee's picture
Cheerriiee
952 pencils

very powerful, i like it!!
i even love more the activism behind this ad.

tirthomitro's picture
tirthomitro
2722 pencils

good one!

they showed me a picture & i laughed
dignity has never been photographed

Hibon's picture
Hibon
3731 pencils

Nice idea.

Simple ideas are the best !

Charit Tissera's picture
Charit Tissera
23 pencils

interesting stuff...appealing

Guest's picture
Guest

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

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