February 2007



More and more people are getting tired of their pets and condemning them to death by abandoning them on the road. A dog is not a toy.
Foundation for the Adoption, Sponsorship and Defense of Animals

Advertising Agency: Contrapunto Barcelona, Spain
Art Director: Deny Zatariano
Copywriter: Emma Piquer
Creative Directors: Tomás Oliva, Manuel Padilla
Photographer: Carlos Spottorno
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nuclearshower's picture

I think there is sum very good insight of this campaign,Among three of the metaphoric representative, this one is slightly weaker than other, overall, I like it. Good Job

Activity Score 233
Art Director
slim's picture

Stupid question but I have to ask it: If 'a dog is not a toy', why are they showing a dog as a toy? Or is it just there so they can incorporate a quirky visual into the ad?

Activity Score 1047
Have Heart's picture

The toys could way more like toys and the copy could be more to the point. Otherwise a great idea.

Have Heart
Activity Score 922
Art Director
Arato's picture

I like this campaing. But what do these ads want me to do? To donate? To adopt? To denounce? What about open a discussion over responsible ownership?

Activity Score 84
Creative Director
Desi's picture

Anyone seen Toys R'nt Us campaign with the same thought?

Activity Score 1042
bubblestheclownfish's picture

Nice idea, great cause. Would have been better served showing a ragged stuffed dog or cat on the side of the road. More emotional impact, would cause a second look, and we wouldn't be distracted by the toy's brand.

Activity Score 606
Creative Director
slim's picture

Excellent suggestion. Have an internet.

Activity Score 1047
Jonny Lonestar's picture

this campaign makes my stupid little brain hurt. A dog is also not a piece of paper. perhaps the follow-up can be a photograph of my printer, or the recycle bin.

A dog is not a forum posting.

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o poIIBefjhv9 vrjfivj
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ckmd v

Jonny Lonestar
Activity Score 282
Art Director
Rog's picture

Not connected enough. The brief/insight's blurred.

Parents dump pets, not kids.
Pets are considered part of the family.
Toys are something else to buy/clean up for parents.
Kids love toys.

'Leave' a child by the road.

Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

adstrike's picture

Good insight…

Ceci n´ est pas un copy

Activity Score 334
kc_brock's picture

great thought.

i agree w/ some of the comments about making the toys a little more toy-like, or use a stuffed animal.
mr. potato head is the closest in this series.

Activity Score 703
Art Director |


sold's picture

yeah, GREAT job.

Activity Score 3379
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