Don't Pet Me
Campaign / Animation
We tackled Scotland’s rising exotic pet crisis with a bold, emotionally-driven campaign told from the animals’ perspective. Using original animation and striking design, we educated the public and policymakers about the unseen cruelty behind social media trends, sparking vital conversation around animal welfare, misinformation, and the need for reform.
Brief
Commissioned by OneKind, SSPCA and Born Free Foundation, our campaign addressed the hidden but urgent animal welfare crisis caused by the exotic pet trade. A landmark study revealed a surge in wild animals being traded and kept in unsuitable domestic conditions, fuelled by misinformation, social media trends, and representations in video games.
Many species were found suffering in silence - neglected, isolated, developing mental and physical disorders due to improper care and breeding. Sanctuaries are now at breaking point. With over 400 species affected and ownership trends on the rise, the issue demanded a creative yet educational response.
Solution
Our solution was “Don't Pet Me!”, a bold campaign that gives wild animals a voice. Told from the animals’ perspective, we created emotive rhymes, vivid animation and visual design to engage audiences across social media, schools and public spaces. The core message - “I’m a wild animal. Don’t pet me.” is simple, memorable and easy to understand for all ages.
Our Approach
Visually, the campaign combined bold colours with photography, appealing to both adult and younger audiences. The bespoke 3D logo mark resembles a pet collar fastened around a wild animal’s neck, creating a powerful image of unnatural ownership and captivity.
We innovated further by creating "exotic pet cards" (inspired by trading cards like Pokémon) to be distributed in schools as fun, engaging educational tools to help children understand that wild animals don’t belong in domestic settings.
Storyboarding
The storyboard traces the full life cycle of a wild animal caught in the exotic pet trade - from a person’s initial dream of owning an “exotic” pet, through the realities of animal trading, behavioural and habitat issues, and the lack of specialist veterinary care. The story ends with the animal being repeatedly passed between owners before ultimately being abandoned. This highlights the heartbreaking consequences of this growing trend.
Animation
The animation was developed in-house, combining traditional cel animation techniques with After Effects to create a unique visual style which would appeal to a wide range of audiences. The script continues the use of rhymes and was developed in-house.
Outcomes
Targeted at well-meaning animal lovers who may not be aware of the issue, the campaign also aimed to drive signatures for a petition calling on the Scottish Government to implement a positive list: a legal framework defining which animals are suitable to be kept as pets.
The campaign has already achieved nearly 15,000 petition signatures and continues to grow through events and youth engagement.
