Shock is a powerful emotion. That makes it a mighty tool for advertising messages when handled well. It is handled superbly in this pro bono film for Animalife association.

First the story intrigues. You want to solve its puzzle. Why is Archie, the dog, so keen to go somewhere? Where is he going? But it’s a story with a message and you’ll never see that message until it hits you. You will feel that message deeply.

So now you know it’s a commercial for pet abandonment.  

Summer is an important season for creating awareness about dog abandonment. During the summer months in Portugal 120 dogs are abandoned every day. 

Credits:
Agency: Havas Portugal
Executive Creative Director: Paulo Pinto
Creative Director: José Vieira
Copywriter: Daniel Jubilot
Art Director: Joana Peseiro Santos
Account Director: Margarida Claro
Account Executive: André Palma

Client: Animalife

Production Company: Casper Films
Director: Bruno Ferreira
Executive Producer: Nuno Lobo
Assistant Director: Paulo Rebelo ‘Bilú’
Director of Photography: Manuel Pinho Braga
1st Image Assistant: João Pinheiro
2nd Image Assistant: Francisca Carreira
Production Director: Jacqueline Ferreira
Production Coordinator: Inês Gomes
Production Assistants: Urshi Cardoso & Carrinha David Almeida
Editor: Hugo Alves
Grading: Zé Maria @ Ingreme  
Sound: Som de Lisboa
Lighting: Daniel Nicolau & Sérgio Pontes
Light Assistant: Luís Carneiro
Sound: Vasco Pedroso
Wardribe: Marta Lobo
Make-Up: Susana Correia & Bel Lüscher
Casting: César Rocha