Animals treated like waste

Tier im Recht (TIR) has been fighting for animal-friendly laws and their consistent enforcement for 20 years. During this time, much progress has been made for the welfare of animals. For example, since 2003 animals are no longer objects in Swiss law, their dignity has been explicitly protected by the Animal Protection Act since 2008, and the number of criminal proceedings for cruelty to animals has multiplied in recent years.

Nevertheless, countless animals in Switzerland still suffer under conditions that are in violation of the law and many animal welfare crimes are not investigated and punished adequately or at all.

"As long as some animals are treated like garbage, it needs us," is therefore the message of Ruf Lanz's latest campaign. The creative agency has been working successfully for Tier im Recht (TIR) for five years and has received numerous awards for its concise campaigns.

For the implementation of the current campaign, the creatives were able to win over the Carioca Studio in Bucharest via Visualeyes International, which, according to Lürzer's Archive, is among the world's best in the field of photography, post production and CGI.

In close collaboration have been created the heartwarming animals, reminiscent of garbage bags. All images were created entirely on the computer, using full CGI.

The new TIR campaign will be seen from mid-October on advertisements, posters, postcards and various online applications. After the 20th anniversary, the campaign will continue to be used with adapted text.

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: Danielle Lanz, Markus Ruf (Creative Direction), Isabelle Hauser (Art Direction), Markus Ruf (Text), Linda Egloff (Consulting). Implementation: Carioca Studio@Visualeyes International.