Spec ads to encourage adopting a kitten from a Cats Protection shelter. Using artificially generated images and photoshop retouching I created a consistent set of closely cropped images of cute kittens. Each with a hidden heart symbol to represent the love between pet owner and cat.
 
The subject of cute noses, fluffy fur and tiny toes, added to the 'awww' factor to strike an emotional chord with the animal lovers target audience.
 
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These spec ads focus more on raising awareness of animal cruelty in the pet trade. With a drive to encourage adopting a cat from a local RSPCA animal shelter instead of buying from online pet sellers.

 

The first ad raises awareness that not all animals sold online are from reputable sellers. Informing would be pet owners that some pets for sale have been mistreated and could be in ill health. Offering the RSPCA as an option to consider when adopting a pet, which ensures the animal's welfare and health have been prioritised over a quick sale or profit. ​​

 

Whilst the second ad focusses more on the message of rescuing and rehoming. With a headline that is caring and supportive in tone and whilst using an insightful fact about cats. The imagery used showcases real pets currently in need of adoption. As an online ad this would be updated in real-time with click throughs to relevant RSPCA pet adoption pages.

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