The human world gets excited about the New Year’s Eve fireworks. Most animals are terrified by them.
In Greece this year, everyone looks forward to another excuse to be loud on January 1. Greek municipalities stock up on fireworks to welcome the new year with a bang and send 2025 away for good.
A campaign by The Newtons Laboratory and Gravity The Newtons is asking humans to send 2025 away with a thought for animals. In advance of New year’s Eve 2025/6, the Greek Ministry of the Interior, together with the Special Secretariat for the Protection of Companion Animals, brought attention to an issue best known by pet owners (and animals themselves). The noise of fireworks noise can cause panic attacks in pets, leading to unpredictable behaviour, injuries, escape attempts and even death.
The solution is already available. Low-noise fireworks exist, but almost no one sees the point in using them. The campaign makes the point clear, wishing for a New Year’s Eve where fireworks and pets can coexist.
Credits
Clients: Greek Ministry of the Interior & Special Secretariat for the Protection of Companion Animals
Advertising Agencies: The Newtons Laboratory & Gravity The Newtons
Creative Director: Giannis Sorotos
Associate Creative Director: Chrysis Neophytou
Copywriter: Dionysia Lampadariou
Art Director: Markella Plianthou
Account Director: Sofia Kornarou
