How much is that doggy...
to look after? 

PDSA chose The Open Agency to solve their fund-raising crisis this Christmas. The Open Agency wrote to Santa, and he sent me to deliver

The brief:
Create a fund raising campaign for the Vet’s Charity PDSA to provide essential vet care to struggling families.

The challenge: 
Perceptions that ‘if they can’t afford to look after pets, they shouldn’t have them’. Also the view that this is actually funding the vets themselves.

The angle: 
Everyone is tuned into the current cost of living messaging, so I decided to embrace it, and create an ‘Emergency Appeal’ sub-brand. Focus on real, struggling people themselves as the emotional and resonating trigger rather than PDSA’s usual ‘pets in vets’ approach.

Here are some of my adcepts and early concept scamps.