The Disguise [image] by Saatchi & Saatchi Sydney for RSPCA

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The Disguise [image]

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Australia
Agency Saatchi & Saatchi Sydney
Chief Creative Officer Mike Spirkovski
Associate Creative Director Piero Ruzzene, Flavio Fonseca
Art Director Tommy Cehak
Copywriter John Gault
Photographer Danny Eastwood
Released March 2017

Credits & Description

Thousands of Australians buy puppies online. But behind the cuteness lies a sinister force Puppy Factories. Unregulated, unsanitary and inhumane, they are makeshift facilities where amateur breeders rear physically and emotionally damaged puppies, then sell them via online platforms. And because it’s online, it’s easy to disguise a puppy’s past. Facing an epidemic, the RSPCA needed a bold tactic. So to make people aware of puppy factories, we became one. Using our own cute puppy and fake online profile, we posted ‘For Sale’ ads on Australia’s biggest e-commerce platforms. When people unwittingly went to buy our puppy, we revealed that behind the cute image was a darker story.
Media: Print
Category: Public interest
Client: RSPCA NSW
Agency: Saatchi & Saatchi Sydney
Country: Australia
Chief Creative Officer: Mike Spirkovski
Art Director: Tommy Cehak
Copywriter: John Gault
Producer: Kirsty Chase
Producer: Laura Blight
Assoc Creative Director: Piero Ruzzene
Assoc Creative Director: Flavio Fonseca
Photographer: Danny Eastwood
Senior Business Director: Deborah Munro
Senior Planning Director: Joseph Smeaton