Agency Network: 
July 2010

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.

Outdoor advertisment created by M&C Saatchi, Australia for RSPCA, within the category: Public Interest, NGO.

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

Comments (10)

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shortafella's picture
Activity Score 1063

i like this ad

Guest's picture

good idea.

Guest's picture


Billoughsby's picture
Activity Score 5144

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.

That's it.

ERROR404's picture
Activity Score 770

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
Activity Score 952

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

tirthomitro's picture
Activity Score 2758

good one!

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

Hibon's picture
Activity Score 3736

Nice idea.

Simple ideas are the best !

Charit Tissera's picture
Charit Tissera
Activity Score 23

interesting stuff...appealing

Guest's picture

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