‘Who Needs Who?’, takes a far softer approach, making humans a pivotal part of the story, rather than foregrounding the pets. 7/10
Battersea Dogs & Cats Home, the UK’s oldest and most well-known home for dogs and cats, demonstrates why people need rescuing just as much as animals, in their latest campaign.
Directed by Frankie Caradonna of Great Guns, the video shares the stories of people that have adopted pets from the home and the impact this has had on their lives.
These pets spread positivity, tackling illnesses such as depression and alopecia, through their loyalty and love.
Battersea takes an empathetic approach, tugging at the viewer’s heartstrings with soft piano chords and tales of friendship from all walks of live, with both children and adults sharing their experiences on camera.
What’s interesting about the campaign is that it’s far less provocative and hard-hitting compared to the charity's ‘End Backstreet Breeding’ campaign. This was a series of spots released in February, focusing on particular breeds of dogs being forced to be a #MotherAgain and highlighting the often overlooked cruelty behind backstreet breeding.
‘Who Needs Who?’, takes a far softer approach, making humans a pivotal part of the story, rather than foregrounding the pets.
‘End Backstreet Breeding’ proved a hit, garnering over seventy-one thousand views, but rather than repeat the same tactics, this charity aren’t afraid to experiment with their storytelling.
Testing out new ways of engaging viewers is a must for advertisers and it’s refreshing to see a charity willing to try different sorts of content.