RSPCA Film, Digital The Disguise by Saatchi & Saatchi Sydney

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The Disguise

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Industry Environmental & Animal Issues
Media Film, Digital, Interactive & Mobile
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
Designer Jake Bruce
Production Photoplay Films
Director Jasmin Tarasin
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.
Campaign: Close Puppy Factories
Media: Web Film
Category: Public interest
Client: RSPCA NSW
Agency: Saatchi & Saatchi Sydney
Production: Photoplay Films
Country: Australia
Director: Jasmin Tarasin
Chief Creative Officer: Mike Spirkovski
Art Director: Tommy Cehak
Copywriter: John Gault
Producer: Emma Thompson
Assoc Creative Director: Piero Ruzzene
Assoc Creative Director: Flavio Fonseca
Executive Producer: Oliver Lawrence
Agency Executive Producer: Kate Goodan
Sound Design: Rumble Studios
Post production: Blackbird
Editor: Bruno Barthas
Senior Business Director: Deborah Munro
Senior Planning Director: Joseph Smeaton

Print producer: Kirsty Chase, Laura Blight,
Designer: Jake Bruce
Digital Producer : Danny Marston