What began as a pitch mood film with the objective of getting the client to feel good about themselves, became the RSPCA’s first ever brand TV ad. It was also my first attempt at writing a poem (hats off to John Cooper Clarke).
‘A World that’s Kinder to Animals’ dramatises how all our choices and actions have an impact – and that everyone, young and old, has a part to play in creating the ‘kinder world’ we want to see.
The campaign was supported through social and display ads, with A Guide to Animal Kindness as a further engagement tool. It also earned a DMA Bronze 2018 for Best Charity along with a nomination for the TV ad in Best Writing.
Agency: Arthur