BEWARE by Grey Kuala Lumpur for Society For The Prevention Of Cruelty To Animals (SPCA)

BEWARE

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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Malaysia
Agency Grey Kuala Lumpur
Art Director David Sin, Phoecus Lee
Copywriter Collin Yeoh, Charlene Ong
Released September 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: SPCA (SOCIETY FOR THE PREVENTION OF CRUELTY TO ANIMALS)
Product/Service: PET ADOPTION
Agency: GREY GROUP KUALA LUMPUR
Executive Creative Director: David Sin
Copywriter: Collin Yeoh/Charlene Ong
Art Director: Phoecus Lee/David Sin
Other Credits: Designer - Lim Kui Onn
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: GREY GROUP KUALA LUMPUR, MALAYSIA

Description of Ambient execution
In order to highlight SPCA Selangor’s adoption programme and increase adoption rates, signages resembling ‘Beware Of Dog’ warning plaques were placed at the gates of houses. The twist: these signs warned viewers to “BEWARE OF BROOM” and “BEWARE OF ROLLED UP NEWSPAPER”. The payoff states that “Nothing protects your home like a dog”, followed by a call to adopt one from the SPCA. With minimal production costs, the creative application of the tongue-in-cheek message highlighted an existing problem within the context of its placement – the more serious and immediate threat of break-ins.