RSPCA Pet Insurance has launched a new brand platform, ‘We Know Animals,’ following the appointment of Saatchi & Saatchi Australia and Atomic 212° to its creative and media accounts late last year.
The platform celebrates what the brand says sets it apart in the pet insurance market: a deep understanding of animals — quirks, chaos, and all. For more than 150 years, the RSPCA has dedicated itself to helping animals live better lives.
“When pet owners choose insurance, they’re not just comparing features – they’re looking for a provider that genuinely cares,” said Alex Taljaard, Head of Marketing and Communications at RSPCA Pet Insurance.
“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 added “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 media handled by Atomic 212°, the campaign adopts a social- and screens-first approach across TikTok, Instagram, Facebook, YouTube, and SVOD/BVOD to engage pet owners where they are already watching.
“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,” said Will Ridley, Group Account Director at Atomic 212.
“The team are incredibly passionate about best-in-class pet welfare, and it shines through in the labour of love this campaign represents.”
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
