Title | RESCUE A PET, RESCUE A FAMILY. |
Brand | PET REFUGE |
Product / Service | PET REFUGE |
Category | A08. Use of Licensed or Adapted Music |
Entrant | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Media Placement | NZME Auckland, NEW ZEALAND |
PR | MANGO Auckland, NEW ZEALAND |
Production | GOODOIL FILMS Auckland, NEW ZEALAND |
Production 2 | FRANKLIN RD Auckland, NEW ZEALAND |
Production 3 | BLOCKHEAD VFX Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Damon Stapleton | DDB Group New Zealand | Regional Chief Creative Officer |
Gary Steele | DDB Group New Zealand | Executive Creative Director |
James Conner | DDB Group New Zealand | Creative Director |
Christie Cooper | DDB Group New Zealand | Creative Director |
Lily Macintosh | DDB Group New Zealand | Junior Art Director |
Maisie D'Cruz | DDB Group New Zealand | Junior Copywriter |
Crystal Clark | DDB Group New Zealand | Senior Business Director |
Georgina Foot | DDB Group New Zealand | Business Manager |
Violet Hong | DDB Group New Zealand | Business Manager |
Carina Egelhof | DDB Group New Zealand | Digital Strategist |
Michelle Savill | Goodoil | Director |
Charles Howells | Collective Force | Photographer |
Judy Thompson | DDB Group New Zealand | Executive Producer |
Samantha Royal | DDB Group New Zealand | Senior TV Producer |
Amanda Summersby | DDB Group New Zealand | Facilities Manager |
Mike Hammond | DDB Group New Zealand | Senior Editor |
Dan Cummings | DDB Group New Zealand | Editor |
Dan Partington | DDB Group New Zealand | Audio Engineer |
Liz Knox | DDB Group New Zealand | Digital Director |
Johannes Gertz | DDB Group New Zealand | Executive Digital Producer |
Lizzy Funaki | DDB Group New Zealand | Lead Producer - Digital Content |
Sheetal Pradhan | DDB Group New Zealand | Digital Producer |
Wihan Meerholz | DDB Group New Zealand | Senior Digital Creative |
Jason Vertongen | DDB Group New Zealand | Head of Digital Design |
Barry Cumming | DDB Group New Zealand | Senior Mac Designer |
Gordon Moir | DDB Group New Zealand | Retoucher |
Sean Brown | Mango | General Manager |
Max Burt | Mango | Senior Account Manager |
George Mackenzie | Goodoil | Business Director |
Mark Foster | Goodoil | Executive Producer |
Michelle Savill | Goodoil | Director |
Mahuia Bridgman-Cooper | Franklin Rd | Music Arrangement |
Shane Taipari | Franklin Rd | Sound Design |
Jonathan Mihaljevich | Franklin Road | Music Licensing |
Stu Morley | The Editors | Offline Editor |
Dave Gibson | The Editors | Colourist |
Charles Howells | Collective Force | Photographer |
New Zealand has the highest domestic violence rate in the OCED and the second-highest rate of pet ownership. Yet there was nowhere that domestic violence victims could take their pets when they escaped. A 2018 NZ Women’s Refuge survey of domestic abuse victims found 75% had a pet threatened, harmed or killed by an abuser and 53% stayed to protect their pets. It was from this insight that Pet Refuge was born - a charity set up to care for pets affected by domestic violence, so their families could escape. Pet Refuge needed a campaign that would motivate NZers to donate, so they could build a shelter. So, we created a film that every animal lover could empathize with. A love story about a woman and her dog, who were trapped in a cycle of abuse. because she couldn't take him with her, or leave him behind to be abused
The use of animal abuse as a means of control in a violent relationship was not an issue that most New Zealanders even about unless they had suffered from it themselves. This film needed to uncover this hidden issue, and create awareness of the issue and empathy towards victims And it worked. We surpassed our donation goal in just 7 days and the shelter is being built right now. Pet Refuge will be caring for its first pets before the end of the year,
Victims of domestic abuse are often isolated from families and friends, which results in their pets being their only source of comfort. But the sad truth for many victims is that it's this love that's also keeping them in danger when they stay to keep their pet from getting hurt as well. The lyrics of 'Lean on me' gave us the perfect narrator for this sad love story. Because the film is told from the POV of the dog, the song became her voice.