RSPCA South Australia
Concrete Can Be Cruel
ProjectConcrete Can Be Cruel
Date
Feb 2026
Description
RSPCA South Australia highlights the dangers of summer heat in its public awareness campaign, Concrete Can Be Cruel. The initiative utilizes striking surrealism to alert pet owners to the risks of asphalt temperatures on animal paws. Developed by Showpony, the creative leans into VFX to transform suburban road surfaces into glowing electric stove burners. This fusion of familiar residential imagery and cautionary graphic elements aims to convey the severity of hot weather hazards through a focused, visual-first narrative.
Style
Artistic, Vertical, Futuristic
Techniques
VFX / visual effects
Industries
Public Awareness
Color
Crimson
Medium Grey
Jet Black
Background
Street
Context
Advertising Campaign
Associated creatives
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