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Rescue shelter - Limited Edition

Sydney Dogs & Cats Home

Issue 23 | June 2012

Agency

M&C Saatchi

Creative Team

Chief Creative Officer: Tom McFarlane; Executive Creative Director: Ben Welsh; Creative Director: Gavin McLeod, Joshua Rowe; Copywriter: Jason Woelfl, Gavin McLeod, Joshua Rowe; Art Director: Jason Woelfl, Gavin McLeod, Joshua Rowe

Production Team

Photographers: Ingvar Kenne, Toby Burrows Julian Wolkenstein, Ruth O'Leary, Michael Miller, Gary Heery, Juli Balla, Terence Chin . Michael Corridore, Tamara Dean, Toby Dixon, Marc Gafen, Florian Groehn, Amelia Hawkins, Jeremy Hudson, Nic Ingram, Adrian Lander , Tom Luscombe, Jonathan May, Andreas Smetana, Adam Taylor

Other Credits

Group Account Director: Nathalie Brady; Account Manager: Ashley Killeen; Account Executives: Jessica Coulson, Georgia Nass; Digital Producer: Sharon Ireland; Interactive Designer: Yuji Sekiya; Digital Developer/ Programmer: Nathan Winch; Print Producer: Ben Nash; TV Producer: Lil Ireland

Date

2011

Background

Many people who were looking for a new pet regarded abandoned animals in shelters as being inferior. And because Australian law stated that animal shelters are only required to keep them for 14 days, many healthy animals were put down simply because of lack of funds.

Idea

To challenge the perception of abandoned pets as damaged goods and to raise awareness of how close the animals were to being put down, an outdoor art gallery was created across Sydney.

21 of the country's best photographers were asked to take shots of 63 of the dogs and cats in the shelter.

Adshel donated 63 high-profile sites for this 'Limited Edition' campaign, each Adshel featuring a one-off print signed and numbered by the photographer.

Copy read:

'Fido's time is limited. So is this print.'

Viewers were directed to a website where they could either adopt the animal in the poster or bid for the print on eBay.

Results

Thanks to 'Limited Edition', the issue of abandoned animals being unnecessarily put to death was featured in all the major newspapers as well as on TV.

The SD&CH experienced a 50% increase in volunteers wanting to help.

All 63 posters sold, raising thousands of dollars.

All 63 animals were adopted.

Best of all, ongoing adoption rates improved by 23%, which meant an additional 14 animals a week were being saved.

Our Thoughts

This campaign nicely achieves two objectives—getting donations and saving lives. 'Limited edition' is the clincher, but it doesn't hurt that most of the photographs are beautiful. And that they chose media that demands you get a good long look into Fido's eyes.