RSPCA QLD has served up a campaign to support the new brand positioning of the charity. The TVC uses shots of animals doing things that humans do in an attempt to show that we're all ultimately the same.
Engine Group's managing director Tim Weger said “Through our strategy planning process, we uncovered early on that people play an increasingly important role in the mix but this wasn’t being conveyed by the current positioning. ‘We’re all creatures great and small’ is a lovely way of evolving such a well-known (and loved) positioning and gives us a heap of scope creatively as it unfolds across all manner of communications. It also gives permission to the audience to put themselves in the position of an animal in need, which we've found is a powerful way of securing much needed support from individuals and the business community."
The campaign features Geoffrey Rush to voice the initiative. The TVC will be supported by a print execution.
Managing Director: Tim Weger
Co-creative Directors: Kory McAvoy and Tim Hall
Production: Cartel Film Production
Producer: Damion Tiernan
Director: Gerard Lambkin
