Campaign Concept

The ‘Bitches Beware’ campaign, named after the term commonly used by breeders for a female dog, draws attention as this term is not often used in the same way in everyday conversation. Bright neon colours reflect the importance of highlighting the issued faced by these breeds.

People often view a new puppy or pet as becoming part of the family - some go as far as treating their new friend as they would a child or baby. Research has shown that new pet owners see pets as ‘replacement children’ and a ‘test-run’ to starting a family.

Despite being quite a big step and commitment, many people often do not consult veterinary or animal health professionals before purchasing a pet. Most of their research focuses on what breed to get but once their heart is set on a specific breed , it can be hard for them to navigate good breeding practices, breeders and what to be prepared for. This often leads to heart break when their new friend falls seriously ill.

The main campaign poster was created with a combination of hand drawn type and digital print giving it an expressive feel.

Illustration

Drawing from my veterinary experience, I designed and drew these illustrations to highlight some of the problems that are associated with the genetics of flat-faced breeds. 

Viewers are less likely to turn away or feel too uncomfortable when present in this way. The aim was to start conversations as opposed to shock and horrify which could in fact repel attention.

Campaign Experiential

The experiential component of this campaign involves a pop up booth with a dark take on the Scottish Baby Box. Within, new owners will find items often used by veterinary professionals when treating these breeds. 

In order to open the box, the viewer would have to cut the sticker of an illustrated bulldog with a C-Section scar. This act mimics the Caesarian Section procedure that nearly all bulldogs require to be born. Interestingly in testing many were hesitant to cut into the ‘cute’ illustration, opting to gently peel the sticker back. 

Once open, they come across packing tissue within which
items such as an oxygen mask, surgical scissors, stethoscope thermometer and various medications.

Art Direction

The art direction of this campaign was designed to convey the a ‘human’ touch while exposing the ugly truth behind dog breeding. The typography displaying breed facts was hand drawn using handmade writing tools and ink. The bold colours and typography are contrasted with softer looking illustrations to create a balance between the styles.

Ephemera

Leaflets were riso-printed to give a slightly softer, textural feel.
Each was folded in using an accordion type fold mimicking the copious extra skin and soft tissue folds that these breeds of dog have which compound many of their health issues. 

Another reason for using risography is the recyclability of soy based ink.