Abused and neglected animals find shelter, protection and care for a broad range of physical and psychological afflictions, and these RSPCA Victoria ads figuratively demonstrate the extent of the damage some critters have endured.
Dogs, cats, horses, rabbits and more may find their ways out of harmful environments, and whether they've been discovered by the animal welfare group or simply dropped off at the door, the organization takes responsibility for putting the pieces back together.
The STW Group of Ogilvy Melbourne, Australia, chose to represent such injured creatures as porcelain figurines. For its purposes, the cracks that form within such sculptures cause the whole image to crumble, much the same way that these furry victims do. These RSPCA Victoria ads opt for the straightforward route of conceptual compression that allows the public to easily understand their message.
Stats for Broken Beast Campaigns
Trending: Older & Average
Research: 9,217 clicks in 262 w
Interest: 4 minutes
Concept: RSPCA Victoria Ads
Related: 59 examples / 45 photos
Segment: Females, 12-35
Comparison Set: 21 similar articles, including: underprivileged apparel ads, voyeuristic athletics ads, and pouncing predator campaigns.
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