If something seems slightly odd about the animals featured in the RSPCA Qld campaign, that is because they have been given human eyes. The eeriest, of course, being the cat. Nevertheless, by trading in their own unique eyes for a pair that are a lot more relatable, the RSPCA Qld campaign illustrates just how similar humans are to dogs and cats as well as chickens and pigs. It reads, "We're all creatures great & small."
The RSPCA Qld campaign was conceived and executed by Engine Group, an ad agency based in Australia. It was creative directed by Kory Mcavoy and Tim Hall with photography by Alex Buckingham, graphic designs by Megan Nguyen and retouching by Justin Overell. The results are endearing and empathic, which will hopefully open up hearts and minds.
Key Themes Behind This Trend
- Humanized Animal Ads
- Ads featuring animals with human-like features to promote empathy and relatability.
- Visual Proximity Advertising
- Using design and imagery to create a sense of closeness and connection between consumers and products or causes.
- Emotional Advertising
- Creating ads that appeal to emotions such as empathy, love, and compassion to foster a more loyal customer base.
Where This Applies
- Animal Welfare Organizations
- Using humanized animal ads to drive awareness and donation for animal welfare organizations.
- Ad Agencies
- Developing creative campaigns that leverage visual proximity and emotional advertising to create more effective campaigns for clients.
- Retail and Consumer Goods
- Incorporating emotional advertising techniques that foster empathy and connection with customers to drive sales and customer loyalty.
