RSPCA 'omeless' by Abbott Mead Vickers BBDO

3.4 25 Votes

The work attempts to highlight the upcoming changes to the Animal Welfare Act, which means pet owners will be legally obliged to provide their animals with five basic rights. It also hopes to show that most animal cruelty comes not from abuse, but from owners not doing enough for their pets. In "'omeless" two dogs, one in a tracksuit and gold chain and the other in a scruffy vest and gown, stand in a dilapidated room. The first dog makes sarcastic comments about his pal's living conditions. The other replies that his owner doesn't have time to maintain the flat, as "the telly doesn't watch itself". The voice over says: "Pets are more like humans than you think."

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Released: 21 March 2007

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Credits

Client
RSPCA
Project name
RSPCA responsible pet ownership
Brief
To promote the changes to the AnimalWelfare Act
Creative agency
AMV BBDO
Copywriter
Bernard Hunter
Art director
Mike Bond
Planner
Tom Johnstone
Media agency
PHD Rocket
Media planner
Mark Swansborough, Sarah Hollands
Production company
12 foot 6
Director
12 foot 6
Post-production
Digilab
Audio post-production
Marmalade
Exposure
National TV

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