This print campaign for Nehru Zoological Park(India) urges people to adopt animals. The campaign, developed by Ogilvy & Mather, Mumbai says- Be a proud parent, adopt an animal.
To communicate the message, the ads make indirect and comparative approach which reflects the things to be proud about animals.
For example one ad reads-
My son never fusses while eating his greens, he can’t get enough of them.
The ads are, in a way, making comparison (though in an indirect way) with human beings- see the copy in another ad:
My daughter is really famous. She’s on National Geographic every other day.Be a proud parent, adopt an animal.
Unbelievably, my daughter could walk the day she was born– another one reads
Sometimes, the comments seem to be insensitive to the human infants:
My son never fusses while eating his greens, he can’t get enough of them.Be a proud parent, adopt an animal.
CREDITS
Advertising Agency: Ogilvy & Mather, Mumbai, India
National Creative Directors: Rajiv Rao, Abhijit Avasthi
Executive Creative Director: Sumanto Chattopadhyay
Creative Directors: Sukesh Kumar Nayak, Heeral Desai Akhaury
Copywriter: Ragini Singh
Art Director: Pushkar Shintre
Via: Ads of the world
