closepuppyfactories.org

Agency Network: 
Published/Aired: 
July 2010
RSPCA:  closepuppyfactories.org
RSPCA Outdoor Ad -  closepuppyfactories.org

Description

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

Caption

Made For Maximum Profits.
closepuppyfactories.org

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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Highest Rated

ERROR404's picture

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

ERROR404
Activity Score 770
design akademie berlin, Hochschule für Kommunikation und Design | FH
shortafella's picture

i like this ad

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

Guest's picture

good idea.

Guest
Guest's picture

Stunning

Guest
Billoughsby's picture

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.

Billoughsby
Activity Score 5154
Art Director |

That's it.

ERROR404's picture

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

ERROR404
Activity Score 770
design akademie berlin, Hochschule für Kommunikation und Design | FH
Cheerriiee's picture

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

Cheerriiee
Activity Score 952
Graphic Designer
tirthomitro's picture

good one!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

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

Hibon's picture

Nice idea.

Hibon
Activity Score 3734

Simple ideas are the best !

Charit Tissera's picture

interesting stuff...appealing

Charit Tissera
Activity Score 23
Graphic Designer at GreenLeavesStudios
Guest's picture

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

Guest
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