RSPCA South Australia

RSPCA South Australia · Concrete Can Be Cruel

This public awareness campaign for RSPCA South Australia focuses on the risks posed to pets by hot road surfaces during warm weather. The project employs a striking conceptual visual, using surrealism to demonstrate the intensity of heat on suburban asphalt. Developed by Showpony, the creative leans into dramatic VFX to transform a standard residential street into a cautionary setting. The execution features a dog paw positioned near ground transformed into glowing electric stove coils, utilizing futuristic visuals to convey its animal welfare safety message.