Cannes Lions

ANIMAL SHELTER

M&C SAATCHI, Sydney / SYDNEY DOGS & CATS HOME / 2012

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Film
Presentation Image

Overview

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Credits

Overview

Description

Australian law dictates that shelters are only required to keep an animal for 14 days. Due to lack of funds, on the 15th day many healthy animals are put to death. Their time is, indeed, limited.Our Objective: Save them.

Execution

21 of Australia’s best photographers captured 63 time-limited animals for a one-off ‘Limited Edition’ portrait; the portraits ran as Superlite posters in high traffic areas around Sydney.Viewers could view the entire exhibition online, bid for a print on eBay, adopt the animal or donate to the SD&CH.

An outdoor gallery was chosen with the objective of challenging the public’s perception of abandoned animals and expose a potentially unknown issue in animal rights. Our goal was to generate reach and depict sheltered animals in a unique form whilst showing the health and beauty of each individual animal. By aligning the campaign with some of Australia’s best photographers we were able to produce a unique and diverse outdoor exhibition with each portrait portraying the photographer’s personal style.

The simplistic tagline of each print created a strong sentiment: each pet is one of one and each had a limited time.

Outcome

All 63 posters were sold. All 63 animals photographed were saved. We generated over $2.3m dollars in PR. Volunteers increased by 50% and already the re-home and reclaim rate of dogs has risen to an astonishing 90% - the highest figure achieved amongst Australian animal care facilities.

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