No animal wants to be tortured: Ruf Lanz lays for animal in the right after
Unconventional ideas are also needed in animal welfare when it comes to raising public awareness about animal cruelty. That’s why Tier im Recht (TIR) is once again relying on Ruf Lanz’s creativity for its latest campaign.
Four sensational subjects are used to draw attention to a serious issue: cruelty to animals in Switzerland. In this country too, countless animals live in unlawful conditions and many animal welfare offenses are not investigated and punished appropriately or at all.
Awareness of these abuses must be constantly raised among the public and the authorities. The message of the latest TIR campaign is therefore: No animal wants to be tortured.
This message was implemented in a visually striking way by symbolically putting animals in BDSM outfits. Because unlike humans, animals never have the opportunity to give their consent to a torturous act. They are at our mercy and cannot stand up for themselves. This makes animal-friendly laws and their consistent enforcement all the more important - as well as a population that does not look the other way when it comes to cruelty to animals, but takes a firm stand against it.
This is the fourth campaign that Ruf Lanz has created for TIR. According to Gieri Bolliger, Managing Director of TIR, previous campaigns such as "Some animals are treated like garbage" have already "caused a great stir and triggered valuable debates about animal welfare - both online and offline." The campaigns have also won numerous awards, including gold from the Art Directors Club Switzerland and twice the Poster of the Year.
For the realization of the new campaign, Ruf Lanz was once again able to win over the Carioca Studio in Bucharest via Visualeyes International, which is a world leader in the field of CGI (Computer Generated Images). In close cooperation with Ruf Lanz, all images were created entirely on the computer - of course, not a hair of any animal was harmed.
The new TIR campaign can currently be seen on advertisements, posters, postcards and in various online applications on social networks.
Responsible at Tier im Recht (TIR): Gieri Bolliger (Managing Director), Christine Künzli (Deputy Managing Director), Vanessa Gerritsen (Deputy Managing Director), Michelle Richner (Legal Research Associate). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Direction), Markus Ruf (Text), Ursula Jaag, Anja Fiebiger (Consulting). Digital Artist: Carioca Studio @Visualeyes International.
