RSPCA – THE DISGUISE

PSA  |  SOCIAL

People often fall in love with puppies upon seeing their adorable photos when purchasing them online. However, it's important to recognize that puppies can be groomed to appear as if they come from reputable and caring breeders, masking their true origins.

To address this issue, we devised an integrated campaign centered around a film that showcases the ease with which a puppy's past from a puppy farm can be concealed, presented in reverse.

Additionally, we developed Facebook and Gumtree advertisements to capture the attention of potential buyers and redirect them to a fabricated Facebook profile. Through this platform, we aimed to educate them about the crucial questions to ask when purchasing a puppy online. Then, we crafted a print advertisement to raise awareness about this problem.

AGENCY: Saatchi & Saatchi Australia
ECD: Mike Spirkovski
CREATIVES: Flavio Fonseca & Piero Ruzzene

PRODUCTION: Photoplay
DIRECTOR: Jasmin Tarasin