Our brief was to inform Britain’s poorest pet owners about the most basic needs of their animals. Having scientifically defined our target audience as ‘chavs’, we created an animated TV campaign set in the council estates where many pets are left to live in unsatisfactory conditions. By giving dogs the same characteristics as their owners we hoped to get the latter to see their pets in a more human light and provide them with the basic requirements of food, shelter and adequate healthcare.
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