AMV BBDO gives the RSPCA the RESPECT it deserves

RSPCA – Respect

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Agency AMV BBDO/London
Production Company Somesuch
Director Raine Allen-Miller

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Credits

powered by

Agency AMV BBDO/London
Production Company Somesuch
Director Raine Allen-Miller
Post-Production Company Untold Studios
Sound Studio Soundtree Music
Chief Creative Officer Nicholas Hulley
Chief Creative Officer Nadja Lossgott
Creative Director Jack Smedley

Creative Director George Hackforth-Jones
Creative Team Sophie Beard
Creative Team Mike Kennedy
Producer Edwina Dennison
Producer Tara Megson
Producer Polly Lowles
Producer Joe Sloane
Creative Director Tom Raynor

Executive Producer Chris Watling
Executive Producer Tom Igglesden
Producer Elly Camisa
Post Producer Ella Glazer
VFX Supervisor Adam Grint
Audio Producer Jay James
Sound Engineer Luis Almau

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Images of animals in pain or subjugation certainly have their place in alerting people to their plight, but with its new campaign for the RSPCA, AMV BBDO has somehow managed to turn the tone into something joyous.

Created part of a rebrand campaign to mark the charity's 200-year anniversary, For Every Kind is an heart-racing montage of the disparate types of animal that need aid, all brilliantly captured by Somesuch's Raine Allen-Miller.

Such an anthemic ad obviously needs an anthem, which in this case is a rousing reboot of Aretha Franklin’s Respect, featuring the voices of RSPCA’s celebrity ambassadors actor Brian Blessed, Wildlife TV Presenter and Conservationist Chris Packham, champion ballroom dancer and TV judge Shirley Ballas, JLS singer and TV presenter JB Gill and Staying Relevant podcast co-host Pete Wicks.

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Above: Some of the new brand assets, developed with JKR and AMV.

“The breadth and scale of the animal welfare crisis is so great it can almost feel overwhelming," explains AMV BBDO Creative Directors Jack Smedley and George Hackforth-Jones. "Given the complex and varied relationships we all have with animals it was important to create something that didn’t just shock or scare people but offered a sense of hope and left you feeling inspired.

"R.E.S.P.E.C.T. almost felt like putting together an animal national anthem and we hope it starts conversations in households around the UK to get us all thinking about how we can be kinder to animals, whether that’s changing what we eat or just rescuing a garden snail, though we can’t guarantee they’ll all thank you by singing Aretha Franklin”.

For the rebrand, the charity partnered with global branding agency Jones Knowles Ritchie (JKR) who developed a new purpose to inspire people to support the RSPCA and the animal welfare cause: "Inspire everyone to create a better world for every animal."

"Evolving the RSPCA purpose and brand was a strategic business imperative given the organisation's essential work amidst current global challenges," adds Sean Thomas, Executive Creative Director at JKR. "We worked collaboratively with stakeholders and representatives to unlock how the brand needed to adapt in order to meet its ambition of inspiring everyone, whoever they are, to get involved, so that together, we can help make a difference to animals' lives.”