FCB Inferno & Battersea: For everyone who wants to be rescued from isolation

Emotions ran high during lockdown. They ranged from the frustration and loneliness of isolation to the joy of discovery and the fulfillment of overcoming obstacles. For pet owners during lockdown there were also companionship and love. It makes a lot of sense that the new campaign by rescue pet agency, Battersea and FCB Inferno is built around emotion. The campaign uses traditional assets – the crowd pleaser, funny pet clips; a hit song, Jess Glynne’s I’ll Be There – and the Covid asset, user generated content, to put together a campaign film that won’t win awards for uniqueness but is likely to reward Battersea’s dogs and cats waiting for new homes.

The film, Rescues to the Rescue, simply highlights some of the different ways that rescue dogs and cats are helping people cope during lockdown, and the joy that pets bring into people’s lives in tough times like the present. The content was created by Battersea’s online community.

The film, which was planned and bought by MG OMD, went to air on the weekend during Britain’s Got Talent and will be amplified across TV, VOD and social media throughout May and June.

The aim of the campaign is to transform the way society views rescues, address the misconceptions and bust the myths associated with breed and age, and shift perceptions to stem declining rehoming numbers. Only 25% of dog and cat owners in the UK go on to rehome a rescue pet despite 63% saying they are likely to rehome from a rescue. The new film joins Battersea’s Rescue Is Our Favourite Breed campaign to challenge the barriers to adoption.

Sharon Jiggins, executive vice president at FCB Inferno, commented, “Lockdown has created lots of heroes and now it’s time to put the spotlight on all those wonderful dogs and cats that have played their part in improving the physical and mental health of their owners. Every pet featured is a rescue pet and we want to use this film to remind the public of the important work that Battersea continues to do. As well as, of course, showing people that rescue pets are the best.”

Battersea’s rehoming and welfare manager, Becky MacIver, added “The devotion and companionship our rescue pets are providing is more important than ever. Every day we hear stories from owners saying how much of a difference their rescue pet has made to their lives. There are so many rescue dogs and cats helping their owners right now – and many more who are still waiting for their chance in rescue centres across the UK. Now more than ever, Battersea needs support to help us be here for every dog and cat that needs us.”

Credits:
Agency: FCB Inferno
Chief Creative Officer: Owen Lee
Associate Creative Directors: Jessica Giles & Austin Hamilton
Senior StrategistL Lucie Newlan
Executive Vice President: Sharon Jiggins
Business Affairs: Caio Silva
Senior Account Director: Kirsten Barnes
Senior Account Manager: Tom Muitt

Client: Battersea Dogs & Cats
Director of Marketing and Communications: Sarah Matthews
Head of Brand: Harriet Lancashire
Marketing Campaigns Manager: Charmaine O’Brien –
Media: Manning Gottlieb

Researchers: Mariana Conde Grant, Laura Hawkes, Louise Edwards & Emilie Terrier c/o Beetle