Agency McCann Sydney
Photographer Jeremy Hudson
Client Lego
Billboard Campaign Dec 2011
Tails wag at limited edition launch for Sydney Dogs & Cats Home campaign via M&C Saatchi
'Limited Edition' was conceived and created by M&C Saatchi. It involves 21 of Australia's best photographers who donated their time and expertise to shoot one-off portraits of 63 dogs and cats as well as the odd rabbit and duck from SD&CH for an exhibition-type campaign that will use all of Sydney as its gallery.
The one-of-a-kind prints, signed and numbered by the photographer, have been rendered into superlites (large advertising posters) donated by Adshel for display in high traffic locations all over Sydney from today. Adshel is donating $225,000 worth of media to the campaign.
The public will be directed to the SD&CH website (SDCH.org.au) where they can view the entire 'Limited Edition' exhibition and either bid for a one-off print, adopt the animal in it or donate to the SD&CH.
eBay will be donating its services for the online auction of the prints and will promote it on the ebay.com.au homepage for the duration of the campaign.
The campaign got off to a flying start with all five portraits in a silent auction sold on Thursday night, raising more than $3000 for SD&CH towards its goal of 'Getting to Zero' - to eradicate all unnecessary euthanasia of healthy domestic animals.
Speaking at the launch SD&CH Strategic Operations Manager Tim Vasudeva said better marketing of rescue pets to the community is a key component of the Getting To Zero Euthanasia initiative.
"Approximately 500,000 new puppies are bred every year in Australia and at the same time pounds and shelters kill 250,000 unwanted dogs and cats - so from my perspective the argument that 'there aren't enough homes' for the pounds and shelters every year is something of a misnomer," Vasudeva said.
"There are enough homes, it's just that those homes choose a pet store over a rescue pet because breeders and pet shops do a much better job of marketing their pets to adopters than we do in rescue."
SD&CH needs to educate the public to the wide variety of wonderful breeds, shapes and sizes who end up looking for new homes through no fault of their own, Vasudeva said.
"The 'Limited Edition' campaign achieves this brilliantly."
Dr Katrina Warren was chaperoned by Riley, a Golden Retriever former shelter inhabitant. Dr Katrina fostered Riley after he was found dumped outside a rural NSW pound weighing 17kg (as opposed to the 28kg he weighs now).
Having spent time rehabilitating Riley in her care Dr Katrina decided that he had settled in so well with her family that she formally adopted him just this week.
"Riley is a great example of there being a rescue animal that suits any family's needs," Dr Katrina said.
"I needed a dog that is great with children and other animals and Riley fits the bill perfectly."
M&C Saatchi senior creative Jason Woelfl said it's not every day in this industry that you get to bring creatives together to work on a campaign that makes a real difference in the community and acknowledges the work done by a great charity organisation.
"A special thanks has to go to the photographers that did an extraordinary job creating some truly memorable work."
The top photographers involved:
Juli Balla | Toby Burrows | Terence Chin | Michael Corridore | Tamara Dean | Toby Dixon | Marc Gafen | Florian Groehn | Amelia Hawkins | Gary Heery | Jeremy Hudson | Nic Ingram | Ingvar Kenne | Adrian Lander | Tom Luscombe | Jonathan May | Michael Miller | Ruth O'Leary | Andreas Smetana | Adam Taylor | Julian Wolkenstein.
Limited Edition made possible by:
M&C Saatchi, AdShel, eBay, We Are Social, Luscious and The Print Room.
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