From accidental “accidents” to eating things they definitely shouldn’t, pets have a talent for keeping their owners constantly on their toes.
RSPCA Pet Insurance has unveiled a new brand platform ‘We Know Animals’ after appointing Saatchi & Saatchi Australia and Atomic 212° to its creative and media accounts late last year. The new platform celebrates what sets the brand apart in the pet insurance market: a deep, lived understanding of animals – quirks, chaos and all.
For more than 150 years, the RSPCA has dedicated itself to helping animals live better lives, earning its place as one of Australia’s most trusted and respected charity brands. We Know Animals takes that earned credibility and translates it for RSPCA’s pet insurance offering.
Alex Taljaard, Head of Marketing and Communications at RSPCA Pet Insurance, says “When pet owners choose insurance, they’re not just comparing features – they’re looking for a provider that genuinely cares. That’s what the RSPCA is known for, and it’s what RSPCA Pet Insurance brings to the pets Australians love: care you can believe in, backed by a deep understanding of animals.”
Piero Ruzzene, ECD at Saatchi & Saatchi Australia says “Creatively, we wanted to lean into the insight that having a pet is one crazy, beautiful, unpredictable journey. With the cuteness and the cuddles comes swallowed socks, accidents in shoes and all manner of illnesses, injuries and things stuck in paws.
But that’s ok. Because when it comes to pets, RSPCA Pet Insurance knows animals inside and out. “We Know Animals” is a platform only they can own because they’re synonymous with expertise and care. That allowed us to get quite detailed on the unique traits, ailments and issues of breeds, something that felt fresh in this category.”
With production led by Publicis Production and Atomic 212° leading media, the campaign took a social and screens first approach, integrating it seamlessly into content across TikTok, Instagram, Facebook, YouTube and SVOD / BVOD to interact with pet owners where they are already watching.
Will Ridley, Group Account Director at Atomic 212, said: “This is about connecting owners with the best care they can receive for their beloved companions, and we felt a real responsibility to get the word out to as many pet parents as possible. The team are incredibly passionate about best-in-class pet welfare, and it shines through in the labour of love this campaign represents.”
CAMPAIGN CREDITS
Pacific International Insurance [Client]
Alex Taljaard – Head of Market & Product Strategy
Rick Claughton – COO
RSPCA Australia [Client]
Jane Speechley – Communication and Campaigns Lead
Dominika Jagoda – Scientific Communications Officer
Brad Smith – CCO (RSPCA Queensland)
Nidhi Dattani – Consultant
Saatchi & Saatchi [Creative Agency]
Mandie van der Merwe – Chief Creative Officer
Avish Gordhan – Chief Creative Officer
Piero Ruzzene – Executive Creative Director
William Campion – Copywriter
Jackson Elliott – Art Director
Tod Duke-Yonge – Head of Design
Ben Frost – Group Account Director
Allie Naylor – Account Manager
Tim Mottau – Head of Strategy
Caitlin Alcock – Planner
Atomic 212° [Media]
Ashleigh Carter – General Manager (Sydney)
Will Ridley – Group Account Director
Rick Sillan – Client Lead
Publicis Production [Production Agency]
Laura Midalia – Senior Integrated Producer
Michael Demosthenous – National Director of Production
Prodigious (Production company)
Josh Logue – Director
Aaron Rogers – DOP
Alina Bermingham – Colourist
Bonnie Fay – Senior Producer
Anthony Scarcella – Editor
Simon Harsent – Photographer
Tim Pietranski – Production Executive Producer
Abby Hunt – Post Executive Producer
Audio:
Otis Studios – Audio Production
