Animals Australia highlights cruelty of puppy factories through a new campaign via LOUD

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Screen Shot 2015-03-30 at 7.50.19 am.jpgHaving worked with Animals Australia for many years and brought the public’s attention to cruelty to animals through campaigns against live export, pig farming and battery hens, LOUD now launches its new campaign targeting puppy factories.

The campaign “How Well do you Know Your Best Friend” launched on television Sunday night and will also include digital and OOH. Paid media plays a huge role in building awareness of this issue at an unprecedented level for animal welfare campaigning.

Monty - Animals Australia.jpgBefore the campaign launched in paid media last night it was launched on social media on Thursday afternoon.

By the time the first spot aired it had already been viewed over 400,000 times and over 10,000 people had shared the spot.

It’s believed that 9 out of 10 people research their new puppy online and, when they decide on a puppy to purchase whether it be from a pet store or breeder, up to 90% of those are actually sourced from a so-called puppy factory. There is little or no public awareness around the issue and people have no idea that often their beloved best friends are the products of a covert and inhumane industry.

By asking the question how well do you know your best friend, LOUD is exposing this truth while screening actual footage from these Muffy - Animals Australia.jpgfactories where breeding conditions are appalling.

Viewers are urged to help end this cycle of suffering by adopting dogs rather than purchasing them blindly either online or from pet shops.

Says Steven Thomson, executive creative director of LOUD: “Working on this campaign has been a disturbing eye-opener for everyone involved. Director Gregor Jordan shared our vision from the beginning and being a dog lover also allowed him to bring some rich personal insights to the project. Strong performances, (both human and canine) disturbing footage, set to an eerie score and underlined with Bryan Brown’s voice over hopefully hit home the important message. Photographer Simon Harsent’s portraits manage to beautifully capture the intimate Rocco - Animals Australia.jpgrelationship between dogs and proud owners.”

Says Lyn White, campaign director at Animals Australia: “This is a unique look at an astonishingly overlooked issue from the perspective of those who can actually make a difference.  Most importantly, greater awareness will help end this commercial cycle of cruelty and hopefully lead to more dogs being adopted.”

 

Says Lorraine Jokovic, CEO of LOUD: “People are passionate about their dogs and this campaign turns peoples love for dogs into a reason to make life better for all of them in the long run, because truly caring about your dog means caring (and investigating) where they are from.”

Agency: LOUD

Executive Creative Director: Steven Thomson

Creative Director: Paul Bennell

Writers: Steven Thomson/Christian Kernot

Art Directors: Paul Bennell/Kiah Barker

Agency Producer: Steve Dubé

Account Director: Sam McDonnell

Account Manager: Kristy Leslie

Account Executive: Laura Tenison

Client: Animals Australia

Campaign Director: Lyn White

Production company: Finch

Director: Gregor Jordan

Executive Producer: Roy de Giorgio

Line producer: Emma Thompson

Editor: Adam Wills

Post production: Heckler

Sound: Nylon

Music: Dustin O’Halloran

Agency prod: Ian Ford

 

Stills

Production company: The Pool Collective

Photographer: Simon Harsent

EP: Cameron Gray

Line producer: Petrea Lambert