Works » Sydney Dogs & Cats Home

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Industry Environmental & Animal Issues
Media Direct marketing
Market Australia
Agency M&C Saatchi Sydney
Art Director Joshua Rowe
Copywriter Jason Woelfl, Gavin Mcleod
Executive Creative Director Ben Welsh
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Charities Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities
Advertiser: SYDNEY DOG'S AND CAT'S HOME
Product/Service: ANIMAL SHELTER
Agency: M&C SAATCHI/MARK Sydney, AUSTRALIA
Advertiser SYDNEY DOG'S AND CAT'S HOME
Product ANIMAL SHELTER
Entrant M&C SAATCHI/MARK Sydney, AUSTRALIA
Type of Entry: Product & Service
Category: Charities
Title: LIMITED EDITION
Advertiser/Client: SYDNEY DOG'S AND CAT'S HOME
Product/Service: ANIMAL SHELTER
Entrant Company: M&C SAATCHI/MARK Sydney, AUSTRALIA
DM/Advertising Agency: M&C SAATCHI/MARK Sydney, AUSTRALIA

Copywriter: Joshua Rowe (M&C Saatchi)
Print Producer: Ben Nash (M&C Saatchi)
Digital Producer: Sharon Ireland (Make)
Digital Developer/Programmer: Nathan Winch (M&C Saatchi)
Interactive Designer: Yuji Sekiya (M&C Saatchi)
TV Producer: Lil Ireland (M&C Saatchi)
Account Manager: Ashley Killeen (M&C Saatchi)
Account Executive: Jessica Coulson (M&C Saatchi)
Account Executive: Georgia Nass (M&C Saatchi)
Group Account Director: Nathalie Brady (M&C Saatchi)
Chief Creative Officer: Tom McFarlane (M&C Saatchi)
Executive Creative Director: Ben Welsh (M&C Saatchi)
Creative Director: Gavin Mcleod (M&C Saatchi)
Creative Director: Joshua Rowe (M&C Saatchi)
Art Director: Jason Woelfl (M&C Saatchi)
Art Director: Gavin McLeod (M&C Saatchi)
Art Director: Joshua Rowe (M&C Saatchi)
Copywriter: Jason Woelfl (M&C Saatchi)
Copywriter: Gavin Mcleod (M&C Saatchi)

Describe the brief from the client
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.



Creative Execution


An outdoor gallery was chosen with the objective of challenging the public’s perception of abandoned animals and exposing 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 that each pet is one of one and each had a limited time.




Describe the creative solution to the brief/objective.



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.




Describe the results in as much detail as possible.



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

The Direct marketing titled LIMITED EDITION was done by M&C Saatchi Sydney advertising agency for Sydney Dogs & Cats Home in Australia. It was released in Jun 2012.