In addition to a new logo for the ASPCA, Saatchi & Saatchi/N.Y. has a new pro bono animal cruelty-prevention campaign, with print, outdoor and online iterations, that manages to be unsettlingly powerful without actually showing any animal cruelty. "The reality of animal abuse is worse than anything that could ever be shown in an ad," say the creative team of Jake Benjamin and Mark Voehringer. "But that's exactly what we realized needed to be communicated. Anything less would be candy-coating the issue." What about giving ideas to lunatics? "We were never worried that these ads might give someone twisted ideas. The truth is that these horrific things are happening every day-the ideas were given to us. And, disturbingly enough, the examples we chose to feature weren't even the worst scenarios we encountered. There were times when we became physically nauseated from researching case files for this campaign. On a couple of occasions, we even had to stop working entirely, take a deep breath and think about something else for awhile. But the client realizes that people are numb to many of the traditional approaches of raising awareness of animal abuse-so we decided to steal a little trick from horror movies. Sometimes the most frightening moments happen as a result of the things you don't see, when it's left up to the imagination to fill in the blanks." Other executions feature a pussycat and a bunny.
Client: ASPCA Agency: Saatchi & Saatchi, N.Y. CCO: Tony Granger CDs: Jan Jacobs, Leo Premutico AD: Mark Voehringer CW: Jake Benjamin Art Producer: Alli Taylor Graphic Designer: Kevin Li Photographer: Kenji Toma