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When Frank Luca’s shop Transfusion received an out-of-home creative assignment for client Affiliated Animal Health, he originally took the safe road.
The Staten Island, N.Y.-based chain of animal hospitals wanted something akin to a PSA from the New York shop, asking owners to spay or neuter their pets. Some relatively tame billboards were pitched, but agency president Luca couldn’t resist a more daring effort (shown here): a fluffy poodle and the phrase, “Treat the bitch right.”
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