Print ad: RSPCA Drought Animal Aid Appeal: Animal Cracks Ambient

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To launch the RSPCA Drought Animal Aid Appeal, we needed a dramatic piece to remind Victorians that people arent the only ones suffering through the current drought. So in the centre of Melbournes Federation Square, we rolled out a five-hundred square metre ambient floor poster. It was a vast expanse of cracked earth, all of it made up of the shapes of drought-affected animals. Members of the public were encouraged to walk on the poster and see how many animals they could find and donate to the cause while they were there.