RSPCA South Australia: Concrete Can Be Cruel
Date
Feb 2026
Description
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.
Style
Artistic, Vertical, Futuristic
Techniques
VFX / visual effects
Industries
Color
Crimson
Medium Grey
Jet Black
Background
Street
Context
Advertising Campaign
Associated creatives
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