Honouring its 67-year rich history.
Animal Welfare League Queensland (AWLQ) is honouring its 67-year rich history in a campaign via creative agency Studio Paradise and media agency dentsu Queensland.
The brand reflects AWLQ’s long-term commitment to the human–animal bond and its Community and Companion Animal Wellbeing Strategy.
“We are grateful to Studio Paradise, dentsu Queensland and 3P Studio for their partnership and for providing both paid and generous pro-bono support,” said AWLQ head of marketing & digital, Christian Bowmann.
“Their contribution has helped us create a brand that feels true to our history, practical for our teams and powerful enough to carry our purpose forward.”
Studio Paradise created the campaign, while the hero television commercial combines user-generated content with newly shot footage with Yindi the kelpie adopted from AWLQ Coombabah.
The film was directed and shot by Brodie Rocca, with post-production by 3P Studio. Media planning and buying was handled by dentsu Queensland.
“The vision and commitment of the AWLQ team was incredibly inspiring, and this was a true collaboration,” said Studio Paradise founder & creative direct, Jay O’Neill.
“We wanted to create a brand that met the organisation where it is: a practical system designed around the real stories, imagery and creativity already coming from its community.
“That authenticity became one of the brand’s greatest strengths, grounded in a simple truth: people and animals are better together.”
The brand launches with an omnichannel campaign across free-to-air television, broadcast video on demand, radio, out-of-home and social media.
“At dentsu Queensland we understand how important our pets are to our families and the joy that they bring,” said dentsu Queensland integrated client lead, Kelly Jack.
“The work that AWLQ does in improving the lives of companion animals is extraordinary, and we have loved working alongside the team to help launch their rebrand in market, shedding light on the incredible work that they do.”
