How far?

Toronto Animal Services keeps it close to home.

People care a lot about polar bears: they’re endangered and Arctic ice is melting, which isn’t helping their situation very much. But what about animals in peril close to home? This ad, part of a new print/OOH/online campaign for Toronto Animal Services developed by Publicis Toronto, asks how far away an animal has to be in order for people to become interested in helping – hence the image of a cat on an Arctic ice floe. There may be no shortage of abandoned/stray cats, but that doesn’t mean that they shouldn’t get some TLC too.