" ... looking for a provider that genuinely cares."
RSPCA Pet Insurance has released the “We Know Animals” campaign via Saatchi & Saatchi Australia.
From accidental “accidents” to eating things they definitely shouldn’t, pets have a talent for keeping their owners constantly on their toes. The campaign celebrates what sets the RSPCA brand apart in the pet insurance market - a lived understanding of animals.
“When pet owners choose insurance, they’re not just comparing features - they’re looking for a provider that genuinely cares,” said Alex Taljaard, head of marketing and communications at RSPCA Pet Insurance.
With production led by Publicis Production and Atomic 212° leading media, the campaign took a social and screens first approach, integrating into content across TikTok, Instagram, Facebook, YouTube and SVOD / BVOD to interact with pet owners.
“Creatively, we wanted to lean into the insight that having a pet is one crazy, beautiful, unpredictable journey. With the cuteness and the cuddles comes swallowed socks, accidents in shoes and all manner of illnesses, injuries and things stuck in paws,” said Piero Ruzzene, ECD at Saatchi & Saatchi Australia.
Will Ridley, group account director at Atomic 212, explained the team felt a responsibility and passion for this campaign.
“This is about connecting owners with the best care they can receive for their beloved companions, and we felt a real responsibility to get the word out to as many pet parents as possible. The team are incredibly passionate about best-in-class pet welfare, and it shines through in the labour of love this campaign represents,” said Ridley.
Campaign credits
Pacific International Insurance [Client]
Alex Taljaard – Head of Market & Product Strategy
Rick Claughton – COO
RSPCA Australia [Client]
Jane Speechley – Communication and Campaigns Lead
Dominika Jagoda – Scientific Communications Officer
Brad Smith – CCO (RSPCA Queensland)
Nidhi Dattani – Consultant
Saatchi & Saatchi [Creative Agency]
Mandie van der Merwe – Chief Creative Officer
Avish Gordhan – Chief Creative Officer
Piero Ruzzene – Executive Creative Director
William Campion – Copywriter
Jackson Elliott – Art Director
Tod Duke-Yonge – Head of Design
Ben Frost – Group Account Director
Allie Naylor – Account Manager
Tim Mottau – Head of Strategy
Caitlin Alcock – Planner
Atomic 212° [Media]
Ashleigh Carter – General Manager (Sydney)
Will Ridley – Group Account Director
Rick Sillan – Client Lead
Publicis Production [Production Agency]
Laura Midalia – Senior Integrated Producer
Michael Demosthenous – National Director of Production
Prodigious (Production company)
Josh Logue – Director
Aaron Rogers – DOP
Alina Bermingham – Colourist
Bonnie Fay – Senior Producer
Anthony Scarcella – Editor
Simon Harsent – Photographer
Tim Pietranski - Production Executive Producer
Abby Hunt – Post Executive Producer
Audio:
Otis Studios – Audio Production
